Sears ran two influencer marketing campaigns in 2019 which were coordinated around two key holiday sales, Memorial Day and Fourth of July, with each supported by broader digital marketing. Sears worked with Viral Nation to engage three to four mid-tier social influencers and three to four macro-influencers for the campaign.
The goal was to drive click-throughs, targeting U.S. millennials. The influencers told stories about how Sears can assist in renovation projects, tying in Sears content. Viral Nation created briefs to guide the influencers with various links while still giving them creative control.
Interactions with the influencer posts showed legitimate interest in the content, with shoppers discovering home appliances they don’t buy frequently. Along the way, Sears gained key insights about brand perception. As a result, Sears saw twice the engagement level it was projecting and recorded 10,000+ visits in a 3-5-day period.
In this latest edition of the MCM CommerceChat podcast, Brett Geeser Director of Digital for Transform Holdco, formerly Sears Holdings, and Joe Gagliese, co-founder and CEO of Viral Nation, talk about the success of the campaigns.