Kmart is a popular retail brand known for its low-cost goods. In the 2021 holiday season, Kmart launched a multi-channel campaign to connect with young families and Gen Z and Millennials during the opportune holiday season.
Kmart’s hero piece of the campaign was a TV ad titled ‘This is How We Do Christmas’, which had a vibrant, and playful tone using storytelling and the message of ‘Shop Your Way’. Kmart also took to social media, producing a series of short, snappy 15-second ‘How-To’ videos related to Christmas topics such as how to style your tree, that integrated Kmart products and prices. These videos were designed to connect with the target audience with a bolder brand voice. In order to effectively reach younger audiences, Kmart also invested in new channels such as Pinterest, Snapchat, and Spotify.
The TV commercial increased brand awareness and recall, with the TV commercial inforcing a message of Kmart as a place of convenience for Christmas needs. The 15-second how-to videos were able to break through the clutter in Pinterest feeds, delivering a higher-than-average click-through rate. The 15-second teaser content across all social media platforms generated $1.8 million in revenue for Kmart, 8x the money invested in the media. Expanding to channels used by young people was a smart strategy for Kmart, with Snapchat delivering the highest revenue.
Download this ready-designed PDF to access the full case study. VoPP gives you our blessing to use or rebrand the content to help you communicate the value of paper and print now.