Sears back-to-school social campaign punches with comedic slang
July 29, 2014
Retailer Sears is attracting shoppers with comedy in its back-to-school promotional campaign, focusing on stereotypical crush scenes from the first day of school in a series of YouTube videos that includes a social hashtag.
Given socials ability to resonate with a younger audience, Sears hopes to drive in-store and online traffic during the fall season as students begin a new school year by encouraging viewers to look their best with a new set of clothes. The retailer attempts to use the recognizable phrases and comedy to resonate with parents, children and teenagers.
"We all know that the back-to-school season can bring its fair share of stress for moms, and even kids for that matter, but this time of year is also packed with exciting and fun opportunities to reinvent your routine and your style, said Jamie Stein, vice president of public relations at Sears Holdings Corporation, Chicago. The Back to School, Back to Wha video series is a humorous take on the season and the idea of surprise.
The videos spotlight how kids can feel renewed and confident on their first day of school with fresh looks from Sears and we hope resonate with parents by drawing attention to our great brands and unbelievable prices.
Simple but effective
One of Sears promotional videos features an attractive male athlete collecting his lacrosse gear from his truck as a female student approaches. She is blown away by his charming looks and proceeds to faint. Her hair flies in the air as she yells, Wha?
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