eTail West kicked off this week as leading retailers flocked to San Antonio, Texas for mingling and mindshare on ecommerce and multi-channel marketing. In addition to compelling speakers and sessions, eTail West also offers an opportunity to recognize the outstanding marketing achievements of retailers.
In its 4th year, the eTail Best-In-Class Awards honor retailer programs across the follow categories: Email Marketing, Search, Social Media and Mobile Commerce/Mobile Marketing. A panel of judges narrowed the 100+ submissions down to 4 finalists in each category, and Skai was very proud to see two partners recognized as category finalists!
In the Search category, specialty retailer Journeys showcased its sophisticated search marketing program through leading digital performance marketing agency, iProspect. The entry demonstrated how the team leveraged Skai’s portfolio bidding solution, Skai Portfolio Optimizer, to generate more revenue and efficiency for the Journeys’ search program.
On the Social Media side, Sears Holdings Corporation was recognized for its Kmart Facebook® ad campaign focused on increasing awareness of the “Shop Your Way” promotion, which offered free shipping from web to home for items customers couldn’t find in-store. The linchpin of the program was an irreverent commercial called “Ship My Pants” that was amplified across Facebook through the Skai Social platform. Through engaging content and precise amplification, Kmart generated strong social reach and discovered valuable new customers.
We’re delighted to announce that the Sears Holdings entry for Kmart’s “Ship My Pants” campaign was named the winner of the eTail Social Media Best-In-Class Award at eTail West 2014 by a panel of retail peers.
Photo Credit: @tjoconnell
The program had an enormous social impact — driving the “Ship My Pants” video to the sixth most viral video in the nation, generating 12 million video views within ten days (currently more than 20 million), and producing more than 1 million shares of the “Ship My Pants” video on Facebook. Most importantly, Net Promoter Score (a measure of likelihood to recommend the brand) increased 10% as measured by LoudDoor.
Skai is honored to partner with retail leaders such as Journeys/iProspect and Sears Holdings/Kmart. Congrats to all teams on this tremendous recognition by your fellow retailers!