Kohl’s Corp.’s holiday promotion plans include an emphasis on social media and virtual experiences — and TV activations with Disney.
The retailer’s holiday marketing campaign — “Give With All Your Heart” — will encourage customers to celebrate the heroes and loved ones in their lives, featuring a brand spot Give With All Your Heart that illustrates the importance of togetherness through a story set around a little girl, her neighbor and the distance between them.
Kohl’s is leveraging digital platforms and experiences to a major degree this holiday season, including Instagram LIVE. Episodic experiences hosted by Kohl’s holiday influencers will guide viewers through holiday preparation tips, gifting ideas, entertaining at home, favorite Black Friday deals and more. Shoppers will also be able to browse featured products on Kohl’s new Instagram Shop from their homes.
In addition, and in partnership with Snapchat, Kohl’s will bring holiday moments directly to shoppers’ phones through augmented reality Lens experiences. Snapchatters can personalize their own holiday greeting cards with faces of friends and family. The retailer is also utilizing the Pinterest platform via an interactive and shoppable gifting catalog.
On television, Kohl’s will sponsor the 25 Days of Christmas on Disney’s Freeform (formerly called ABC Family), airing exclusive content during holiday programming throughout the season. The company will take over the entire first commercial break during prime-time movies on Freeform on Sunday, Nov. 22, Dec. 6 and Dec. 13.
To kick off Black Friday Week, Kohl’s will expand its presence in premium streaming and connected TV properties with a single day Hulu takeover for the first time ever on Sunday, Nov. 22, in addition to custom content on Hulu throughout the holiday season. Kohl’s will also have a presence during Monday Night Football on ESPN on Monday, Nov. 23.
Kohl’s will donate $5 million in grants to selected nonprofit organizations across the country, demonstrating the company’s ongoing commitment to family health and wellness. Kohl’s store teams and leaders across the country identified and nominated nonprofit recipients from 49 states that are near and dear to their hearts.
Kohl’s will also host a virtual holiday pop-up shop, from Nov. 27 to Dec. 18, in partnership with Bustle Digital Group.
“During what has been a challenging year in so many ways, togetherness and time with loved ones — whether family and friends or neighbors and community members — means so much more this holiday,” said Greg Revelle, Kohl’s chief marketing officer. “While the season itself will look and feel different, Kohl’s is making it easier for everyone to give a little more and say thank you to those who are close to their heart — with an easy and convenient shopping experience, new digital and social activations offering gifting inspiration and unique ways to celebrate the season together as family, and the continued support of local communities and causes that matter to our associates and customers.”
Kohl’s will donate $5 million in grants to selected nonprofit organizations across the country, demonstrating the company’s ongoing commitment to family health and wellness. Kohl’s store teams and leaders across the country identified and nominated nonprofit recipients from 49 states.