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DKNY weaves social platforms together for eye-turning video campaign

Author

Brielle Jaekel

Published

March 15, 2017
Apparel and accessories brand Donna Karan New York is ushering in its new campaign with social integrations, a wow factor and an actress/model to garner extra attention. 

A new video campaign starring Emily Ratajkowski is being promoted across multiple digital platforms and social media outlets as sponsored posts. Through the hashtag #GoodMorningDKNY, the brand is sharing a series of organic GIFs, images and content that boasts will with social media followers to make a lasting impact. 

"I have never been one to shy away from expressing my individuality ? DKNY has always been about supporting strong, self-assured women and that is a message very important to me," Emily Ratajkowski, spokeswoman for DKNY. "I've always been a fan of the brand and this intimates campaign and film are a natural fit." 

Good morning New York 
Good Morning DKNY is hoping to gain attention for its lingerie by having Ms. Ratajkowski model pieces on the streets in the video. 

The video starts off with Ms. Ratajkowski sleeping in bed with just a pair of underwear on, as the classic song from Dean Martin "How D'Ya Like Your Eggs in the Morning" plays. Her dog wakes her up by jumping on the bed and licking her face. 

After sitting up and putting on a bra, the actress turns heads as she steps out the door to walk her dog wearing nothing but the DKNY lingerie. A man delivery food is shocked to pass her on the stairs, while the handyman in the building turns his head to look as well.  

An older woman opens her door and rolls her eyes at the scantily clad model. Another man almost bumps into her and shakes his head laughing. 

Walking out of the building onto the street, the models? outfit causes a cab driver to hit another vehicle. Ms. Ratajkowksi just walks away with her dog smiling. 

The video and variations of it is airing as a sponsored post on social media platforms as sponsored ads.  

Additional content will feature Ms. Ratajkowksi strutting through various New York locations such as the High Line, Time Square and various subway stations. 

Brands and social video
Similarly, Silver Jeans blurred the line between advertising and entertainment content with a new branded romantic comedy Web series debuting on social media.

The series, called Love Below the Waist, followed the story of two pairs of jeans in their quest for love. The campaign went beyond simple advertising by bringing on big-name TV talent and aiming for a more cinematic and atypical approach to advertising (see more). 

Procter & Gamble?s Old Spice also introduced its Hydro Wash body wash line with an integrated campaign anchored by spots that recruit a staple of a year-old campaign: Legendary Man, Axel Kiener. 

The campaign, titled Don?t Smell Yourself Short, was launched via Old Spice?s YouTube channel on Feb. 1 and made its television debut during Super Bowl LI?s pre-game programming.  The full creative campaign, developed by Wieden+ Kennedy Portland, will started airing on national TV on Feb.13, and also features perennial advertising fan-favorite, NFL star Von Miller (see more).