Sears Turf Wars
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Issue: Drive engagement around the Sears "Turf Wars" initiative.
Solution: A fully interactive micro-site was created to showcase the Turf War as it took place across the country as well as allow people to shop and claim their own turf. Users were able to select either their, or a neighbors, exact location through a Google maps mash-up and claim that turf for their own. They could then share that claim with their social network and start their own Turf War.
Result: Sales increased by over 400% leading to sellouts in hundreds of stores across the U.S. Over 200,000 locations were claimed on the website.
Sears Holiday
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Issue: Create a digital hub for holiday shopping with tools, tips, and deals by driving engagement with the various types of holiday shopper personas.
Solution: Create an interactive website which allows people to identify with and learn more about the Sears Santa personalities, quickly shop for great deals, and engage with parts of the brand they may not have been aware of. To drive additional traffic, all of the Santa personalities were UGC selected, and were given control over their own Facebook and Twitter pages and were asked to start a large social conversation for the brand.
Result: Site traffic increased by 168%. Sales increased by 48%. The campaign as a whole drove over 300,000 digital engagements.
