Chloe Mackey

#DxKxNxYx ACRONYM PROJECT

Chloe Mackey
#DxKxNxYx ACRONYM PROJECT
  • Worked to develop and decide upon the three acronyms used in the capsule collection: "Don't Knock New York," "Dazed Kids New York," and "Designers Know Nothing Yet."
  • Devised a multi-tiered social media plan surrounding the release of the sweatshirt capsule.
    • Created the #DxKXNxYx hashtag.
    • Worked with DKNY Public Relations to create a list of brand-relevant digital influencers to create organic buzz around the capsule. 
    • Commissioned an announcement video for the sweatshirts, used on all of DKNY's social media handles.
    • Coordinated a shoot inside the factory producing the limited edition sweatshirts for use on DKNY's social media handles, telling the story of the handmade, hand-printed nature of the garments. [1] [2] [3]
    • Coordinated an interactive Instagram giveaway of #01 out of 150 limited edition "Designers Know Nothing Yet" sweatshirts, resulting in a follower gain of 11,000 on the platform.
  • Wrote and edited all product copy and newsletters for the capsule to ensure a clear, concise explanation behind the project.