Kmart's 'Spring Style Showoff'

Brand: KmartCompany: Sears Holdings Corp.Agency: DraftfcbCampaign Title: Kmart Spring Style Showoff Product Category: ApparelTime Frame: February - April 2008 Award Category: National Consumer Promotion (with a budget between $1 million and $5 million) Marketing OverviewKmart's strategic initiative for spring 2008 was to change perceptions about its women's apparel. Not known for having on-trend, quality clothes, the chain recently had launched a set of contemporary fashion brands. For the first time, it had a true, positive apparel story to communicate to consumers.Given Kmart's low perception in the category and shrinking share of voice versus key competitors, the agency had to create a dynamic program that would jolt consumers into taking another look at the chain's apparel selection. A successful program would deliver on the objectives and emotionally connect and engage women with the Kmart brand. Going into 2008, Kmart was facing several significant challenges:Extreme consumer dissatisfaction with the overall store experience. A consistently shrinking share of voice.A dwindling and disengaged consumer base.A worsening economic environment. ObjectivesWe knew we needed to make a big impact to change the status quo and that focusing on apparel might be the "silver bullet." There were five primary objectives:Change the fashion and quality perceptions of Kmart apparel.Drive apparel sales.Motivate consideration/participation and purchase. Build credibility and relevance among women by using real people as brand ambassadors.Surround the target with a consistent message in unexpected venues.Strategy & TacticsBased on past experience and research, the agency knew that it needed to force reconsideration by engaging consumers with Kmart's new clothing lines. It also knew that the target women -- 18 to 34 -- love fashion, love to shop and love to show off what they buy. Thus, the creative idea was born: the "Kmart's Style Showoff."The program hinged on the ability to find real people who could serve as Kmart fashion ambassadors ("Style Showoffs"), women who would provide a believable face and inspire other women to reconsider Kmart for apparel. Phase 1Casting Calls (February 2008) The first step was to create blind "stores" in high-traffic malls in Los Angeles and New York. A guerrilla marketing effort using street chalk and flyers augmented local classified ads and radio spots looking for style-conscious women to be "featured in a national ad campaign" without identifying Kmart. The auditioning women put together outfits from racks of unlabeled Kmart clothes and accessories. Each modeled her outfit on a runway complete with lights and music. A panel of judges asked each participant a series of questions, including in which stores they would expect to find the clothes they were wearing. Not a single auditioner mentioned Kmart. When the chain's identity was revealed, they were completely floored. These casting calls found the first four "Style Showoffs" to be featured in Kmart's ongoing advertising efforts.Phase 2Contest (March-April 2008)A national contest to find the fifth "Style Showoff" was launched online. Consumers were asked to upload photos of themselves wearing an outfit that showed off their personal style, along with a 100-word (or less) style statement.A national contest microsite (kmart.com/style) featured:Kmart's new brandsTop spring fashion stories communicating that Kmart had the latest styles for the seasonBanner ads In-store displaysTV spots National magazine adsBillboards The fifth "Style Showoff" was notified in early May, and the ongoing advertising efforts began immediately.ResultsThe program exceeded all of Kmart's expectations and objectives. The contest attracted 214% more entries than planned, drew 168,000 total unique visitors to the microsite, and accumulated approximately 3,100 opt-ins to the Kmart apparel database. The program generated 3.5 million media impressions from such outlets as CNBC, USA Today, CNN and Reuters.Most importantly, the program exceeded its sales goals:Apparel divisions outperformed the chain by 2.9%.Key categories within ladies' apparel performed on average 22.0% better than the chain overall during the promotional period.Apparel sales also drove improved performance across the store.

Kmart's 'Spring Style Showoff'

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