Kohl’s Oscars Marketing Campaign To Drive Sonoma Brand Relaunch

As the Academy Awards ceremony approaches, Kohl’s, for the first time, will be the exclusive retail sponsor of the Oscars, airing February 28 on ABC.

As such, Kohl’s said it has developed a digital marketing-led advertising campaign that will spotlight the company’s product assortment across home, beauty and fashion, focused on helping families enjoy the little moments that make life wonderful.

As it honors cinematic achievements, the marketing campaign will celebrate viewer success and accomplishment. As part of a month-long campaign, Kohl’s will highlight moments of gratitude and celebration at #AllTheGoodStuff in everyday life, culminating with new broadcast spots and a second-screen viewing party on Oscar night.

Kohl’s social activation celebrates #AllTheGoodStuff by providing an Oscars viewing party template for family and friends. The retailer is partnering with actress and comedian, Vanessa Bayer and party planner Mindy Weiss to design the viewing celebration. Viewers can check out @Kohls on Pinterest, Twitter, Facebook and Instagram, for Oscar-party inspiration leading up to the event.

As they are most engaged when they share personal stories, Kohl’s social followers will be invited to share their own stories of appreciation for a chance to have Twitter tweets read live on Oscars night by Vanessa Bayer, at Kohl’s exclusive live viewing party or to appear in a montage featuring the best appreciation videos submitted by fans. Kohl’s will offer consumers a live, interactive, second-screen viewing experience during the Oscar red carpet coverage and commercial breaks through Periscope, which now is integrated with the Twitter interface.

Kohl’s asserted that Oscars sponsorship is a springboard for its spring and summer season initiatives. It plans to continue the promotion including #AllTheGoodStuff as part of a Sonoma Goods for Life brand relaunch in early March, an initiative that will spotlight Kohl’s largest private brand.

“The Oscars will be a major brand moment for Kohl’s,” said Will Setliff, the retailer’s evp/marketing. “The program is one of the highest viewed broadcast events of the year and will introduce Kohl’s on a bigger, more prominent stage to new customers while also connecting with our core demographic. Kohl’s is taking a unique approach, including an engaging social campaign, to break through the excitement of the Oscars, one that I’m confident will be memorable and represent all that Kohl’s stands for.”