The retailer’s 2010 integrated holiday campaign leverages messaging from the “The More You Know, The More You Kohl’s” platform. Key messages such as “Give, Save and Be Merry,” “Give, Save and Enjoy Easy Shopping” and “Give, Save and Save Again with the Kohl’s Charge,” will be communicated across multiple mediums, including print, direct mail, e-mail, digital and social media, Kohls.com, television, radio, in-store and mobile access to Kohls.com.
Kohl’s will continue to leverage national and regional broadcast ads to engage customers and highlight why Kohl’s is the smartest choice this holiday season. Beginning after Thanksgiving, two 30-second national branding television spots will run throughout the holiday season during such shows as Dancing with the Stars, Grey’s Anatomy, CSI, Survivor and Modern Family. A mix of 15 – and 30- second TV spots will support Kohl’s key sales events and highlight the company’s savings tools and differentiators.
The company will run various 30-second national radio spots debuting 11/2 and running throughout the week. Kohl’s will once again utilize DJ integration throughout the holiday season with radio personalities Ryan Seacrest, Billy Bush, John Tesh and Lia.
Beginning 11/8, Kohl’s will run national TV and radio spots aimed at Latino consumers. The television spot will air on programs including Univision Primetime novellas, Despierta America and El Gordo y la Flaca. Key sales events of the season will also be supported with 15- and 30- second TV and radio spots.
Digital and Social Media
Kohl’s will increase its investment in this medium as part of a comprehensive, aggressive digital marketing strategy, leveraging social media and online advertising. The company has seen substantial growth of its Facebook fan base, which has more than doubled since 2009 and exceeds 2.8 million. The company will promote an ongoing dialogue about Kohl’s brands, programs and gifts, increase online polling functionality and offer integrated seasonal messaging via Facebook, Twitter and YouTube. In addition Kohl’s will seed merchandise giveaways with strategically selected consumer bloggers.
Homepage takeovers are also a component. The high-impact placements provide increased interaction with customers, promoting increased brand exposure. Throughout November and December, Kohl’s will promote sales events with nine homepage takeovers on sites such as AOL and Yahoo! This year, Kohl’s will also have a presence on Oprah.com to seed messaging prior to the 1/1 launch of OWN and an expanded paid advertising presence on Facebook.