In this course, students will learn how to create a smart email nurturing campaign to drive more engagement for Coachella’s partnership with the #MyCalvins campaign from Calvin Klein. Students will learn to plan out their brand partnership, attach their campaign to real business metrics, and use smart content to create a contextual experience for their audience members through an email nurturing campaign.
This course focuses on audience members that are operating by their own self-regulated interest, which is the fifth level of the Seventh Level Engagement framework. This is characterized by a person’s genuine excitement and interest in a message because it fulfills an element of their own self/personal interests; their engagement is driven by self-interest, not an interest in the specific individual or a company. Audience members have bought tickets to the festival, showing that some of the values that Coachella displays are aligned with their own self-interest. Now Coachella wants to show that Calvin Klein shares some of those same values to maximize the value from their partnership.