HDC knew we would have to further develop the Kmart personality within the online fashion community to build this digital relationship and change brand perceptions.
To reach the goal, our solution would set out to execute these objectives:
- Convert online consumers willing to give Kmart consistent consideration when purchasing.
- Use online buying decisions to drive in-store purchasing.
- Build the personality to deliver authentic brand ambassadors, lower perceived barriers into the world of fashion and build confidence in personal style and real Kmart quality.
We developed the Kmart Fashion brand strategy including logo, positioning and tone / voice. From that strategy, we:
- Created a teaser campaign, including creative direction of a “buzz video.”
- Established a new property (KmartFashion.com) with easy-to-update tools that integrated social properties
- Developed four interactive “brand shops” (Attention, Route 66, Love Your Style, Slimfabulous) and a section called “Fashion Authorities” featuring original, personalized content from Kmart Fashion team members.
- Designed and developed a Kmart Fashion blog, Twitter, Facebook, YouTube brand channel, Polyvore and Flickr pages.
- Employed Kmart Fan experiences on Facebook, including a social e-commerce shopping experience, Kmart Fashion Fan Shop.
- Created concept for Polyvore experience with unique assets and opportunities to create inspiring fashion mood boards.
Kmart Fashion is now an active social community with new brands being introduced to this engaged target audience. The results can be measured by short-term wins (including month-over-month gains in Facebook fans and Twitter followers) and long-term strategies to maintain this audience. Here are some further successes:
- Built value by sharing knowledge of fashion and style from the Kmart Fashion perspective — a professional, experienced position.
- Redeveloped and redefined brand personalities that provide insight and excitement.
- Engaged with existing social communities where our audience is engaged (e.g., Polyvore, Facebook, Twitter) and used their tools to build community and reach.
Presented products as stories, not just goods: every garment or styling has an inspiration and a host of decisions put forth to shape it.