COLE HAAN – #DONTGOHOME

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Ambition

Bring the brand’s #DontGoHome ad campaign to life as the climax of the Chelsea Pump Fall 2012 Collection’s launch.

Action

• Collaborated with the brand and other partner agencies to create an integrated strategy around music events for #DontGoHome

• Conceptualized & produced a #DontGoHome dance party with exclusive performances from DIPLO & Santigold

• Built key activations engaging the audience during the event: interactive “Step & Repeat,” branded food trucks, photo booths, & a VIP sampling area

• Executed a comprehensive social media campaign featuring the hashtag #DontGoHome circulating compelling content before, during, and after the event

• Produced branded content around the event

Impact

2 million media impressions
4 thousand event RSVPs
700 event attendees (full capacity)
3 thousand #DontGoHome Twitter hashtag mentions linked to the event
17 thousand increase in Facebook engagements within target demo (25 - 35)

NOTABLE GUESTS
J. Cole. Q-Tip, Spank Rock, David Schwimmer, Zoe Buckman

MEDIA HIGHLIGHTS
The Wall Street Journal, Marie Claire, Rolling Stone, New York Magazine, Refinery29, Paper Magazine

“[Cole Haan’s] aim was to make a fun dance party. As soon as people walked in, they were dancing, which is a good sign.”
The Wall Street Journal

“The most anticipated party of the campaign [#DontGoHome] was last night at Le Poisson Rouge ... Guests were treated with glowsticks, a food truck handing out free griled cheese, an open bar, and a killer musical line up, so no matter how tired we got, trust us - we really didn’t want to go home.”
Marie-Claire