Kmart is known for its broad range of products at low prices. Company insights revealed that while Kmart leads the way on price perception across all categories, the brands trendiness, newness and quality perception declined between 2021-22. Its Feb Living Campaign aimed to change this and inspire customers through focusing on home and lifestyle categories.

Method

• The campaign targeted 18+ year olds, skewed towards females with interest in home and lifestyle. The campaign created content that could inspire the target audience, while also appealing to a broader demographic through further segmentation based on life stage. The campaign included an omnichannel approach, with a focus on an in-situ product layout. Products were laid out to appear eye-catching yet authentic, and the campaign was supported by an integrated media plan using. The campaign was supported through social media platforms, particularly TikTok, where a video ad was created to appeal to users interested in DIY & Crafts.

The results

• The campaign performed strongly in terms of customer insights and media metrics and successfully shifted perceptions of Kmart’s value proposition and generated a high recall rate for campaign assets. 36% of consumers exposed to the campaign searched for more product information. Social media engagement was strong, particularly on TikTok where videos received 326k views at a cost of only $0.06 per result to Kmart and a higher volume of clicks to the sites than past campaigns. The campaign reached a total of 5.6 million people, accounting for 41% of Australians over the age of 18.

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