Challenges
How does Sears improve perceptions of footwear, brands, and value, while expanding its appeal to a younger demographic?
Solutions
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Create a strong emotional connection with the wide spectrum of Sears’ consumers by segmenting the amorphous Sears footwear offering into four distinct sub categories: Fashion First, Family First, Fitness First and Work First.
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Elevate perception by leveraging celebrity authorities in each sub category to develop authentic content that evolves the relationship from a monologue to a dialogue
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Create and foster a robust social community by truly giving the consumers the ongoing ability to interact with the brand
Results
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Revenue up by double digit since the campaign launched
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Considered most successful social campaign in Sears history
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Sears.com/footwear page views up 160%
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Facebook community of over 70,000 fans in five months
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Interaction & engagement rate over 300% higher than our competitor average
Awards & Recognition
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Social Media Influencer Awards: Finalist, Best Social Media Campaign (2011)
