Case Study: Kmart achieves 12M viral video views and a 10% NPS increase with Kenshoo

Kmart - Customer Case Study

Sears Holdings Corporation’s Kmart launched the cheeky “Ship My Pants” video with the goals of going viral, beginning a brand repositioning, and improving customer sentiment and purchase intent—measured by increased Net Promoter Score (NPS) and more positive perception of Kmart’s offering.

Kenshoo powered the campaign with audience targeting and market research, NPS tracking, identification of likely sharers and new fan prospects, and Kenshoo Social 2.0 to build ads at scale and optimize budget toward top performers. Reporting tools pinpointed “super fans” for targeted buys. The result: the spot became the 6th most viral video in the nation, drove 12 million views in 10 days (20M+ to date), 40,000+ Facebook likes, a 10% lift in Facebook NPS, and media value exceeding a 2013 Super Bowl ad (~$3.8M).

Kmart