All four ads in the campaign were originally developed as online videos, so we had little restrictions to take into consideration. However, once we extended the media plan to include TV, we encountered strict guidelines from the network TV stations regarding the types of content deemed appropriate to air. Not surprisingly, they were apprehensive about the first spot in our campaign, “Ship My Pants,” because of its risqué play on words, so the media buy was limited to cable stations only. As the campaign continued throughout the year and gained massive popularity, the networks softened their regulations to accommodate this type of content by airing “Show Your Joe” without concerns, despite its somewhat suggestive nature.

Edgy creative called for anything but a traditional media approach. We knew pushing the boundaries would get people talking about the brand, but we needed to ensure that the conversation had a positive spin.

All creative launched online, with limited paid support to get an initial read on customer sentiment. Within 24 hours we assessed whether or not the content was going to generate a positive reaction, and if it was, we ignited the fire with a heavy PR push. As online views, shares, and comments took off, we pulled back on paid social efforts and let our audience extend the reach, knowing that shared content between customers is always more compelling than content presented by a brand.

With this campaign, Kmart completely changed the way customers viewed the brand. “Ship My Pants” paved the way with over 30 million views, a positive sentiment ratio of 24:1, and an increase in Store to Home transactions of 50%. “Big Gas Savings” followed with 8.5 million views, a positive sentiment ratio of 25:1, and an incremental sales lift of 5.9%. “My Limo” contributed an additional 2.9 million views and drove an 8% increases in Kids Apparel and Footwear sales. “Show Your Joe” capped off the year with over 20 million views, a positive sentiment ratio of 18:1 and Joe Boxer sales jumped 40% the week after the video launched.

All of this ultimately led to Kmart’s total digital effort surpassing 70 million views and Mashable naming Kmart the most viral retail brand of 2013.