Candie's Back-To-School Multi-Media Marketing Campaign Starring Pop Sensation, Fifth Harmony Trends Worldwide on Twitter Upon Announcement
Jun 24, 2015, 04:50 ET
NEW YORK, June 24, 2015 /PRNewswire/ -- Candie's announced last night that award winning music sensation, Fifth Harmony, has been named the new "Candie's girls." The campaign, featuring Ally Brooke, Normani, Lauren, Camila and Dinah Jane will launch in print, television,outdoor, online and in-store vehicles commencing in July. The back-to-school campaign will have a large digital component, which includes a partnership with YouTube phenomenon, Miranda Sings.
The campaign launched to overwhelming social success with the hashtag #5HxCandies trending worldwide on Twitter within a few hours of the news breaking, demonstrating the global reach of the partnership. Fifth Harmony, along with Candie's, broke the news digitally to their combined 22+ million followers on Instagram, Twitter, Snapchat and Facebook. Fifth Harmony fans took the Internet by storm to share all the campaign images, resulting in 500,000 "likes" and the brand gaining over 10,000 new fans across social platforms in less than six hours. Last night alone, over 25,000 Candie's "Fashion Quizzes," a shareable, interactive feature, were taken on candies.com. The reach of the campaign is expected triple by end of day tomorrow with the release of a custom YouTube video featuring Miranda Sings.
"The Fifth Harmony announcement has generated remarkable engagement across all of our social media channels," stated Dari Marder, Chief Marketing Officer, Iconix Brand Group. "We are thrilled to be able to create content that resonates with our consumers around the world."
In addition, the group will star in their first television commercial for the brand that will debut later this summer in connection with the brand's sponsorship of the Teen Choice Awards 2015 on FOX. This marks the second time a music group has been given the coveted "Candie's Girl" title. The last group was Destiny's Child featuring Beyonce, Kelly Rowland and Michelle Williams.
Commenting on the new campaign, Michelle Gass, Kohl's, chief merchandising and customer officer stated, "Each artist in Fifth Harmony has a unique style that we are thrilled to see come to life in the 2015 Candie's Only at Kohl's campaign. So whether a customer's fashion preference is edgy, girly, glam or classic, she will find inspiration from the band's personal styling of the affordable collection."
The Candie's collection includes junior apparel, swimwear, footwear, handbags, watches, jewelry, eyewear and accessories. Candie's is available exclusively at Kohl's stores nationwide as well as online at Kohls.com.
Fifth Harmony will make several personal appearances and performances on behalf of the brand throughout the year, as well as host events for Candie's and Kohl's. For exclusive behind the scenes photos and video please visit www.candies.com. To stay up to date with the latest news from Candie's follow us at @CandiesBrand and become a fan of Candie's on Facebook at www.facebook.com/Candies
About Iconix Brand Group, Inc.
Iconix Brand Group, Inc., (NASDAQ: ICON) owns, licenses and markets a growing portfolio of consumer brands including: CANDIE'S (R), BONGO (R), BADGLEY MISCHKA (R), JOE BOXER (R), RAMPAGE (R), MUDD (R), MOSSIMO (R), LONDON FOG (R), OCEAN PACIFIC (R), DANSKIN (R), ROCAWEAR (R), CANNON (R), ROYAL VELVET (R), FIELDCREST (R), CHARISMA (R), STARTER (R), WAVERLY (R), ZOO YORK (R), SHARPER IMAGE (R), UMBRO (R), LEE COOPER (R), ECKO UNLTD. (R), MARC ECKO (R) and STRAWBERRY SHORTCAKE (R). In addition, Iconix owns interests in the ARTFUL DODGER (R), MATERIAL GIRL (R), PEANUTS (R), ED HARDY (R), TRUTH OR DARE (R), BILLIONAIRE BOYS CLUB (R), ICE CREAM (R), MODERN AMUSEMENT (R), BUFFALO (R), NICK GRAHAM (R) and PONY (R) brands. The Company licenses its brands to a network of leading retailers and manufacturers that touch every major segment of retail distribution from the luxury market to the mass market in both the U.S. and worldwide. Through its in-house business development, merchandising, advertising and public relations departments, Iconix manages its brands to drive greater consumer awareness and equity.
Kohl's is a leading specialty department store with 1,164 stores in 49 states. With a commitment to inspiring and empowering families to lead fulfilled lives, the company offers amazing national and exclusive brands, incredible savings and inspiring shopping experiences in-store, online at Kohls.com and via mobile devices. Committed to its communities, Kohl's has raised more than $274 million for children's initiatives nationwide through its Kohl's Cares® cause merchandise program, which operates under Kohl's Cares, LLC, a wholly-owned subsidiary of Kohl's Department Stores, Inc. For additional information about Kohl's philanthropic and environmental initiatives, visit www.Kohls.com/Cares. For a list of store locations and information, or for the added convenience of shopping online, visit www.Kohls.com.
Connect with Kohl's:
Senior Public Relations Director
Iconix Brand Group
Photo - http://photos.prnewswire.com/prnh/20150624/225509
SOURCE Iconix Brand Group, Inc.
Share this article