Kmart put its customers in the spotlight to launch its latest womenswear collection, celebrating the community that continues to inspire how the brand shows up every day.
From 16 March, the March Apparel campaign featured eight Kmart customers across billboards and digital displays nationwide, wearing looks from the new womenswear range. The creative was inspired by the real ways customers wear and style Kmart apparel in their everyday lives, bringing those moments onto a national stage.
The national rollout followed the strong momentum of #GetReadyWithKmart, which began trending on social media from 12 March. The #GetReadyWithKmart movement celebrated everyday get ready moments with Kmart apparel, with influencers and customers across Australia, including those featured in the campaign actively participating by sharing content across social platforms.
Customers featured in the campaign were selected from existing user generated content already shared online, recognising the genuine passion, creativity and ongoing love they show for the Kmart brand through their social engagement.
“We’ve always loved how our community brings Kmart style to life online, so when we saw the incredible creativity customers were sharing across social media, we knew we had to turn the camera back on them,” says Rennie Freer, GM of Marketing for Kmart.
“For our latest Apparel campaign, we’re proudly shining the spotlight directly on our customers, celebrating our community and the unique ways they make every trend their own. We’re thrilled to showcase them on billboards around the country throughout March. It’s a joy to celebrate our customers who wear and love our products.”
Alongside national billboard placements, customer led content from the campaign will be showcased across Kmart’s social media channels throughout this week, amplifying the #GetReadyWithKmart movement and extending the campaign beyond out of home.
