Kohl’s Gives Back with Kohl’s Cares

Objective

Kohl’s desired an initiative that would: significantly increase brand favorability, publicize the charitable work it’s done, engage the community, and build its fan base. The company had multiple successful social marketing programs to date, but was looking for an execution that would deliver greater impact.

Solution

Leveraging Kohl’s existing charitable program, Kohl’s Cares, Context developed an integrated campaign that solicited user-generated content and incentivized the distribution of that content throughout a user’s social network. With a half-million dollar donation given to the winner, participants were encouraged to nominate and vote for the school they felt was most deserving of the funds, and submit their ideas about how the funds could best be used.

Result

The program resulted in a gain of more than 2 million new fans for the Kohl's brand page, and drove more than 15 million visitors who cast more than 12 million votes. Viral lift generated more than 500 million additional impressions, spreading brand advocacy across the social graph on a vast scale.