#Cara4DKNY

In June DKNY announced that they are to be collaborating with model of the moment Cara Delevingne, allowing her to design a 15 piece capsule collection for the global New York based brand.

To build that much needed buzz around the project, the brand developed two catchy hashtags with the idea that followers can upload selfies of themselves pulling their best model pose, add the #CaraWantsYou and #Cara4DKNY hashtags and be in with the chance of joining Miss Delevingne to model the one-off collection, which will be hitting stores in November. A new logo was even created, making it appear like Cara had scribbled all over the iconic DKNY logo.

A massive 54,735 entries were made, showing the sheer power of social media, and the reach a brand can achieve with a celebrity that perfectly reflects the brand and a well thought out social media strategy… all without the million dollar advertising campaign.
Cara then chose her 6 favourite selfies, choosing people with personality and people that would best reflect her collection, A photocall then followed with her new best friends, which was of course splashed all over social media for millions to see, building the perfect hype for the much awaited collection. 

Most of the advertising for the collection was done through Cara’s and the brands social media platforms, making it quick and easy for users to understand and take part. This is a great way for a brand to tap into a wider audience, spreading brand awareness and showing off the brands fun, young personality.

#CaraWantsYou #Cara4DK