Case Study: Kenneth Cole achieves faster social insights, stronger fan engagement, and crisis management with NetBase Quid

Kenneth Cole Uses NetBase to Enhance Campaigns, Identify and Engage with Brand Fans

Kenneth Cole Productions, a global apparel and accessories brand known for bold social commentary, needed a better way to monitor and interpret online conversation around its campaigns and controversial messaging. After finding a prior social analytics tool inflexible, the team sought faster, easier insight—including historical context and geographic sentiment—so they could protect brand reputation, assess new markets, and respond quickly to unexpected backlash.

By adopting NetBase, Kenneth Cole gained access to 12 months of historical data, rapid search and analysis, and an easy-to-use platform to track buzz, sentiment, influencers and geography. The company used these insights to identify and engage brand fans (creating 21 “Surprise & Delight” moments across five markets), to defuse a potentially damaging tweet through targeted outreach and an apology video, and to feed actionable intelligence to marketing, retail and executive teams—improving engagement, goodwill and crisis response.

Kenneth Cole

Robert Genovese

Vice President, Marketing