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Forrester Groundswell Awards

Kmart's "Ship My Pants" Facebook Ad Campaign

By Sears Holdings Corporation & Kenshoo Social

Entry information on the Web new page

Sears Holdings Corporation's Shop Your Way - a free program encompassing several Sears brands, including Kmart -customizes the consumer shopping experience. In 2013, Kmart sought to leverage Shop Your Way to promote free shipping for items not found in-store, leveraging the "Ship My Pants" commercial with all its ingredients for viral success.

Kmart chose Facebook to reach a younger demographic, age 18-44, and extend the success of the campaign with social amplification.

Using Kenshoo Social, Sears precisely targeted this younger demographic through Facebook to drive views and shares of the "Ship My Pants" video. In conjunction with LoudDoor, Kenshoo Social built ideal customer profiles focused on people that liked receiving discounts or promotions and who were motivated by price and product quality.

Facebook ads targeted people who fit these profiles - including fans of competitors. Kmart's Net Promoter Score helped quantify change, and ads were optimized based on performance.

Working with Kenshoo Social to identify and target "super fans" most likely to share the video, the Kmart team successfully amplified the brand's message, increasing overall performance:
- The "Ship My Pants" video became the 6th most viral video in the nation and generated 12 million video views in 10 days (currently 20 million+)
- More than 1 million shares of the "Ship My Pants" video on Facebook alone
- More media value achieved than a 2013 Super Bowl Commercial ($3.8MM)

Other highlights of the Facebook campaign included:
- 40,000+ new likes on Facebook for Kmart
- One of the campaign's amplified posts received more than 39,000 likes, 4,000 comments, and 20,000 shares
- Kmart's Net Promoter Score increased 10% among Kmart fans acquired via "Ship My Pants" Facebook ads
- Raised awareness through "Ship My Pants" video Facebook ads among the 70% of non-fans who were previously unaware of the free shipping offering, effectively penetrating a new and younger market for Kmart

April 18-23, 2013



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