Kmart boosts Hispanic outreach

HOFFMAN ESTATES, IL: Kmart is conducting a campaign for its Sofia by Sofia Vergara collection integrating various types of outreach to Hispanic consumers.

HOFFMAN ESTATES, IL: Kmart is conducting a campaign for its Sofia by Sofia Vergara collection integrating various types of outreach to Hispanic consumers.

Advertising agency Peterson Milla Hooks created the “Work What You Got” effort to inspire women to feel sexy and confident in their clothes. From there, Kmart PR AOR Alison Brod took the reins for communications and outreach strategies.

“The ad campaign is sort of what has inspired our PR outreach and what we're trying to really show when we reach out to press,” said Emily Shapoff, director of the fashion division at Alison Brod.

Robin Creen, CMO of Kmart Apparel, said the company reached out to various media channels, both in the Spanish-language and general markets, to promote the effort.

Kmart and Alison Brod also held a media day for Sofia Vergara in New York's Cooper Square Hotel, where selected media outlets met with Vergara in separate sessions, including meetings for Hispanic, online, and short-lead press. Vergara also made an in-store appearance to sign autographs and take photos with consumers.

Kmart has also incorporated blogger outreach into the campaign.

“Having advocates in the digital world is really, really important, especially when launching a new brand, so that was a big strategy for the launch,” Creen explained.

Online marketing firm Iced Media also helped Kmart use social media channels to connect with fans on Facebook, Twitter, and YouTube. The company began posting “behind-the-scenes content” for the campaign on its digital platforms in mid-July, Creen added.

In May, Kmart launched its Latina Smart blogger community, connecting the company with the Hispanic demographic. Two months later, CMO Mark Snyder held a luncheon in New York to address the importance of social media to Kmart and how it will grow its digital efforts in the future.

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