KOOPLES / Social & Digital Campaign / 2018

FOLLOW FOR ACCESS

A 24-hour Instagram takeover turned The Kooples’ collaboration with Emily Ratajkowski into an exclusive invitation: follow the brand to unlock the content.

KUPU LAB / PROJECT PORTFOLIO

The challenge

Turn attention around a celebrity collaboration into a compelling reason to follow The Kooples.

The idea

Make following the way in. A blackout led into Emily’s takeover of The Kooples’ Instagram account. Her invitation, a private profile and 24 hours of exclusive content made the follow button the gateway to the collaboration.

The impact

The case film reports 603K announcement-post likes, 20K new followers in 24 hours and 33K in 48 hours, alongside a 43% increase in website traffic and a 34% increase in online revenue during the blackout.