Kohl's back-to-school ad deemed most creative
Published August 26, 2010
The back-to-school shopping season is around the corner, and many national department stores have launched robust multichannel marketing campaigns to take advantage of increased consumer spending. Recently, Kohl's launched a new initative promoting a $10 million educational giveaway.
Kohl's television ad was found to be the most creatively effective back-to-school spot by tracker Ace Metrix. The 30-second advertisement scored 614 points out of a possible 950, while the average commercial achieved 481 points. While Kohl's had the highest-rated spot, Target was the most prolific advertiser, accounting for 13 of the top 30 commercials.
The department chain's ad directs consumers to the $10 million giveaway on its Facebook page. Kohl's announced in June it would donate $500,000 to the top 20 nominated schools. Users can vote up to 20 times for the schools of their choice. In addition to television, Kohl's is promoting the contest through print and direct mail.
Sears also recently launched a back-to-school campaign aimed at tweens and their parents. The initiative encourages young women to post their styles created from Sears merchandise on the web, with the best stylist winning a $50,000 family vacation.