Kohl's moves at lightspeed to leverage 'Chewbacca mask mom video'

What became the most viewed Facebook Live video of all time was posted by a Kohl's customer last week. Here's how the retail chain took advantage.

Kohl's moves at lightspeed to leverage 'Chewbacca mask mom video'

After a Facebook Live video of a mom laughing joyously about a Chewbacca mask she purchased at Kohl’s went viral last week, the retailer acted quickly to keep her smiles coming.

Kohl’s customer Candace Payne live-streamed the four-minute video – the most-viewed Facebook Live video of all time with more than 135 million views – last Thursday. 

The retailer addressed the video on its social media pages the following day by posting a GIF of Payne’s video on Twitter and sharing it on the Kohl’s Facebook page.

Later on Friday, Kohl’s posted a picture of Payne with Star Wars products it gave to her family after she posted the video. The picture was liked more than 200,000 times on Facebook and shared nearly 70,000 times.

On Saturday, Kohl’s posted a video of Payne and her family receiving swag from Kohl’s representatives. Along with Star Wars toys and Chewbacca masks for the whole family, Payne received $2,500 in Kohl’s gift cards and 10,000 rewards points.

Kohl's gifting video has been liked nearly 700,000 times on Facebook and viewed more than 30 million times. On Twitter, the video has been retweeted more than 2,000 times and liked roughly 3,500 times.

The retailer’s response was met with positive comments on social media. Kohl’s social team has kept the conversation going, directly responding to Twitter and Facebook users who are commenting about the video.

The retailer is fielding queries – and some complaints – from customers who want their own Chewbacca masks, which sold out quickly after Payne’s video was posted. The mask is made by Hasbro and retails for $44.99. Huge is the company's social media AOR.

On Monday morning, major media outlets continued to cover the story of Payne’s video. She appeared on Good Morning America, leading to even more free publicity for Kohl’s.

Fortune noted on Monday morning that Payne’s video has garnered more attention than this year’s Academy Awards, which brought in 34.4 million viewers. Kohl’s was the exclusive department store sponsor for the show.

"Candace’s genuine spirit and authenticity has encouraged a level of social engagement that is truly incredible and represents the two-way conversation we aim to achieve with our customers every day," Kohl’s said in a statement. "This video resonates so well within our brand – celebrating the good stuff in everyday life."

This story was updated on May 23 with comment from Kohl's.

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