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Case study: Sears | Sector: Retail | Format: Social media, website

WhittmanHart Interactive needed to launch a two-month campaign for their client, Sears, which would introduce kids to Sears’ latest line of back-to-school clothes. A social media site would tap popular celebrity and style icons, such as High School Musical’s Vanessa Hudgens and rapper LL Cool J, to promote Sears’ clothing lines in a video shoot and encourage kids to engage with the online content and purchase clothes featured in the shoot. This provided a unique Web 2.0 shopping experience for youth consumers.

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