RJW Collective is proud to announce its latest campaign for Kenneth Cole Reaction: Connected fragrance. Entitled Connecting 101, the campaign seamlessly integrates original web content starring Vice Magazine co-founder Gavin McInnes, a dedicated microsite and mobile site, seeded social memes, experiential activations and influencer outreach.
The campaign positions, in a new and provocative way, the Connected fragrance and Kenneth Cole Reaction at large as a brand that understands its consumer and how they interact with brands. RJW created the campaign to establish Connected as the tool that helps guys find both their personal identity and social persona. The goal of the campaign was to show how the fragrance instills confidence in its wearer and enables them to become true tastemakers in their social circles, not simply by transforming the way they smell, but by providing the connected man with the social guide that allows him to establish his place as a man who understands sociability and as a man at the forefront of the cultural zeitgeist.
The campaign has quickly garnered the attention in the marketing world, including write-ups in AdWeek and MarketWatch. The first two video of the series have already been released with three more to follow in the coming weeks. If you’re a fan of clever marketing, or need some help in your dating life, watch the video above or check out ReactionConnected.com, and learn from Connecting 101: A Guide to Closing the Deal.