Through joint research with Kohl’s teams (Strategy, PR & Social), we found that video was popular with Kohl’s core (91% of Moms are reachable on YouTube). Through historical Paid Social performance, we saw that Lauren Conrad content drove the strongest Engagement Rates across Twitter and Facebook. In conjunction with Social partners, we saw that Lauren Conrad was a top trending celebrity on both Pinterest & Instagram, in relation to personal style. Mobile is also a top-performing placement for Kohl’s.

Because the Fashion Show was in NYC, many of Kohl’s customers weren't able to attend, and therefore were only able to view it via livestream on Kohls.com. Kohl’s was concerned that its core customer wouldn't know about the livestream. Another challenge was to inform customers that the line was different from Conrad’s past line; it was elevated, had a higher price-point and included more than just clothes.

To maximize its reach to Kohl’s core demographic and its new, slightly younger millennial audience, prior to the event, the agency ran Social Media video ads, Paid Search with Lauren Conrad keywords and copy, and custom Twitter ad units to drive Add-to-Calendar conversions. During the event, we promoted Tweets to watch the live stream and shop, and streamed backstage mobile content in real-time on Periscope. Post-show, we ran Facebook ads and promoted pins as well as Pinterest targeting with keywords that drove shoppers to the Kohls.com Runway page, where they could buy products from the show. We also posted Runway YouTube videos, which featured the ability to shop via call-to-action (CTA) overlays (e.g. people watching the runway videos could click on clothes that they liked, and buy right there).

• Facebook:

o The campaign resulted in nine times ROI

o 776K video views, at high efficiency (cost was 75 percent less than the Facebook benchmark)

• Twitter:

o 414K engagements on Twitter

o Highest conversion rate ever seen by Twitter for the Add-to-Calendar feature

• Instagram:

o 296K Instagram engagements

o Strongest engagement rate Kohl’s has ever experienced for a paid execution

• YouTube:

o 790K views on YouTube

o View-through rate 52 percent stronger than the retail average

• Paid Search:

o 6.28X ROI for paid search

• Pinterest:

o 89K clicks on Pinterest at efficient CPCs