An unbranded “Style Showoff” first reached Shopping Enthusiasts and then we gave them the opportunity to become Kmart’s fresh face in national campaigns.Phase 1: UnbrandedIn a fashion first, we invited Enthusiasts to our massive warehouse to strut their stuff along our runway. We removed all the labels, but the look was 100% Kmart. Most women assumed the hot looks came from designer stores along Fifth Avenue.

Phase 2: BrandedThrough online/television placements, Style Showoff participants invited young women to upload a style statement and photo wearing a Kmart outfit to our custom-created microsite. An esteemed panel of judges selected the winners of the ultimate showoff package.We created the Style Showoff hub through an exclusive partnership with Yahoo! and owned all inventories across Yahoo! Networks. We integrated Kmart into everyday guilty pleasures: fashion TV, endorsements on popular Hispanic programs, on-air vignettes and tailored online quizzes.

We were fabulously successful in building awareness of Kmart apparel and engaging Kmart Ambassadors: • +21million impressions across Y! Networks• $341,000 online revenue• 25% online ad awareness increase • 7% aided brand awareness increase • 26 million microsite visitors/+1.5 minutes per visitor• 3% CTR on OMG!• 60% over CTR goal• 20% message association increase• 5% increase in attitudes toward Kmart clothing• 75% believe they’ve influenced friends/family’s fashion decisions• 10,000 contestants, exceeding estimate by 214%• +3,100 opt-ins • The winning fashionista was so stylin’ that she was crowned Miss Massachusetts one month later