Value of Paper and Print

Kmart Baby Organic Campaign

The campaign was executed primarily through online social media channels, specifically Instagram and Facebook. Paid and organic social, Kmail (Edm) and landing pages for online customer experience were used to reach a wide audience.


  • The campaign had a large reach, of over 1.7 million people at a CPM of $3.55. It also led to increased category sales over the campaign period in babywear and nursery categories. It also succeeded in shifting the perception of trendiness and quality of Kmart’s organic cotton range.

The results

  • The Total Blitz campaign was a resounding success, becoming a record sales day for Total Tools, which has been established since 1989. It resulted in a total 173% sales uplift and an average basket size increase of 46.5%. The use of the social media influencers and promotion alone, led to an increase of 4.39% of customers purchasing.

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