Calvin Klein needed to spark new interest in its Euphoria fragrance with an attention-grabbing activation to generate buzz around the product leading up to one of its key sales seasons, Mother's Day.

The results of the delivery were as impressive as the feat itself. The one-day delivery generated more than 1.5MM impressions, including more than 600,000 media impressions. Sites and influential mommy voices like MyStylePill and SomethingNavy developed organic posts from the dropoffs,. and the effort exceeded expectations across every metric, besting blog mentions by 300%, social conversation by 250% and, with 2 million impressions campaign-wide, overperformed by more than 260%. Most importantly, the execution delivered a new social foothold for a classic Mother’s Day gift, and gave our audiences new reasons to share and celebrate.