CASE STUDY:
KMART
Blogger Sweepstakes
A spooky holiday sweepstakes.
In fall 2017, as part of a press relations campaign for Kmart and BrandEcho client In-Character Costumes, the agency organized a Blogger Promotion and Giveaway with top mommy blogger, ModernMom, hosted by parenting celeb and super mama Brooke Burke. The holiday themed promo was directed specifically to help newer or first time mothers celebrate Baby’s First Halloween.
Mommy & Me: An Irresistible Costume Theme
The purpose of the campaign was to arm target consumers with information about Kmart’s sales push of the new Mommy & Me matching Halloween costume duo from In-Character Costumes, designed to “pair” moms and their newborns. As part of the program, BrandEcho negotiated a paid promotion with ModernMom, which included a feature article on the costumes and a blog reader giveaway.
ModernMom is a prominent online vehicle to reach moms—and an ideal forum for Kmart and In-Character Costumes’ seasonal sales push. The blog has 1.5 million unique monthly visitors and 65,000 Facebook fans. The blog promotion showcased the clever, eye-catching costumes and prompted readers to check out themed selections in-store at Kmart and online.
Blogger Campaign and Online Contest Giveaway Helped to Drive Consumer Interest
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