Sometimes even iconic brands need a refresh. When the legacy retailer, Kohl’s, decided it was time to update the brand, they reached out to take the rebrand to the next level. The primary objective for their activation was driving social conversation and engagement around their new message - “Rewarding the Everyday.”
We worked together to create one of our largest activations to date - 6,000 deliveries across the nation that included both mailed and on-demand fulfillment. To drive conversation around the rebrand, Kohl’s asked fans to share how they felt most rewarded in their daily lives.
Fans who engaged with @Kohls and tweeted #LoveKohls on the day of the announcement were directed to a co-branded microsite, where they were able to choose prizes from one of six categories. Prize categories included active, home, beauty, electronics, jewelry, and kitchen. Along with the CTA hashtags, fans were also required to share what makes them feel most rewarded in their lives, helping drive a high volume of organic conversation.
The campaign was a huge success, driving more than 50,000 brand mentions and nearly 30,000 engagements on Twitter. A big factor in the success of the campaign was the ability for the new rebrand to trend. The hashtag reached a worldwide trend and became the #2 US trend, beating out Kylie Jenner’s youngest billionaire ranking.
Check out fan content from the campaign