Strategy - Collaboration - Content

 

Situation

Kohl’s is one of the largest retailers in the US, operating over 1,160 retail stores across 50 states.  For their ambitious Yes2You Anniversary campaign they turned to Deloitte Digital to create the campaign and Watts Media for the digital content.  The campaign centered on surprising and rewarding loyal Kohl’s customers (loyal moms) with small gifts that made a big impact.

Solution

Capture the excitement and energy of loyal moms as they received these gifts, and share that enjoyment on social media to drive engagement through views, comments, likes, and awareness.

Results

The result of the Yes2You campaign was a resounding success. The videos Watts produced helped drive traffic and sales during Kohl’s October loyalty event as well as spurred engagement that built momentum for the holidays. In addition, the campaign amplified awareness and sales of key seasonal merchandise and drove home the notion of #Yes2You!

 

Campaign Stats

 
  • 3x #Yes2You impressions over Kohl’s monthly benchmark

  • 10% increase in YouTube View Through Rate over Kohl’s benchmark

  • 15% increase in positive sentiment over Kohl’s benchmark

  • 5x increase in engagement on Facebook

  • 250,000+ Facebook views per video (on average)

 
 
 
 
 
 
 
 
 

Project Specifics

 
  • 10 videos produced in 23 days

  • 8 states and 9 cities across the United States

  • 4 day turnaround for each video from surprise to video publishing

  • 18,000+ air miles to shoot locations