Six Global Content Factory Experiences, Kiehl’s Krawl NYC

Six Global Content Factory Experiences, Kiehl’s Krawl NYC

Six Global Content Factory Experiences, Kiehl’s Krawl NYC

The Ask

The Ask

A Content Worthy Journey That Highlights Kiehl’s Products, Teases a Launch, and Engages An International Guest List to Create Social Buzz.

A Content Worthy Journey That Highlights Kiehl’s Products, Teases a Launch, and Engages An International Guest List to Create Social Buzz.

The Idea

The Idea

Kiehl’s Krawl: An NYC Content Factory Encompassing Kiehl’s Heritage, Brand Story, and Product Efficacy

Kiehl’s Krawl: An NYC Content Factory Encompassing Kiehl’s Heritage, Brand Story, and Product Efficacy

The Need

The Need

Create Buzz & Brand Awareness, Gen Z Engagement, Product Education

The Solution

The Solution

A 6-Event Experience To Entertain Global Guests, Demonstrate Product Efficacy and Launch Kiehl’s Sexual Wellness Line

53

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INTERNATIONAL GUESTS

INTERNATIONAL GUESTS

53

INTERNATIONAL GUESTS

760M+

760M+

TOTAL IMPRESSIONS

TOTAL IMPRESSIONS

760M+

TOTAL IMPRESSIONS

363+

363+

FOLLOWERS GAINED

FOLLOWERS GAINED

363+

FOLLOWERS GAINED

The Challenge

THE CHALLENGE

Kiehl’s tapped Gradient to create six events in a 2.5 day experience for 200+ guests from 24 countries. Our challenge? To create a content factory that would build global reach, launch their new sexual wellness line, and showcase Kiehl’s East Village heritage, brand story, product efficacy and focus on sustainability.

Product Launch

Product Launch

Content Playground

Content Playground

Bold Locations

Bold Locations

Brand Heritage Experience

Brand Heritage Experience

VIP Talent

VIP Talent

Global Reach

Global Reach

The Results

The Results

Every activation of the experience embodied Kiehl's brand DNA and showcased their product efficacy. Highlights of the 6-series event included a Gen-Z pregame focused on Kiehl’s acne and clarity products through makeup artists and tarot card readers, a visit to Kiehl’s flagship which dove into their brand’s heritage, a Bone’s Bodega for guests to learn about Kiehl’s sustainability mission, WWE entertainment integrated with Kiehl’s new sexual wellness line, a double decker tour of NYC focused on city aggressors and Kiehl’s UFC barrier balm, and a Dopamine Disco to celebrate Kiehl’s global reach.

Boundary Pushing Entertainment

Boundary Pushing Entertainment

Product Efficacy

Product Efficacy

Custom NYC Tour

Custom NYC Tour

Technology Integration

Technology Integration

Photogenic Set Design

Photogenic Set Design

Sustainability Mission

Sustainability Mission

CREATIVE STRATEGY

CREATIVE STRATEGY

CREATIVE STRATEGY

CONTENT STRATEGY
Social Capture
Platform Engagement

TALENT STRATEGY
Local Talent
National Talent

CREATIVE PRODUCTION

CREATIVE PRODUCTION

CREATIVE PRODUCTION

EXPERIENCE DESIGN
Spacial Design
Attendee Flow

CREATIVE DESIGN
Programming
Engaging Feel

GRAPHIC DESIGN
Custom Branding
Invite

PHYSICAL PRODUCTION

PHYSICAL PRODUCTION

PHYSICAL PRODUCTION

INFLUENCER TRIP
80+ Guests
20+ Countries




CONTENT
Social Capture

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