Situation:
Kenneth Cole needed to bring fresh ideas and approaches to their 2012 Holiday season line up for digital creative.
Task:
I was approached to support digital art direction and create an array of gift oriented features for holiday.
Action:
I worked closely with the in-house team to look at new ways we could create a mood board inspiration countdown. We introduced a weekly grid that revealed a Pinterest contest and influencers day in the life content all leading up to the 2013 preview.
Result:
The series of featured succeeded in pushing new formats for Kenneth Cole and the digital business drove in store conversion.
The biggest challenge was that inventory ran out so quickly that format became a frustrating user experience.
The features in the campaign that was more broadly inspirational and felt the most connected to the core lineage had more long term scale for the brand.
Overall the style and execution raised the game on digital storytelling and created a spirit of success in moving the digital approach forward.