Stein Mart new campaign looks to build online community

JACKSONVILLE, Fla. — Stein Mart announced that it has partnered with its new ad agency, ArnoldNYC for the launch of "Love at First Find," a national campaign focusing heavily on digital and social engagement. The integrated effort – consisting of digital, social media, TV, print and radio – stars real Stein Mart customers with the goal of fostering an online community of fans via Facebook and Stein Mart's website, the company reported. The campaign is the first work from ArnoldNYC since being named Stein Mart's agency of record in June.

A collection of videos depicting customers' favorite merchandise finds are featured in a mosaic on Stein Mart's revamped homepage, where visitors will be encouraged to upload their own "Love at First Find" videos. The site acts as a Stein Mart community where enthusiasts can also comment on the videos, "like" and post to Facebook, and sort by categories, such as hometown. Alongside the website community, Stein Mart is leveraging Facebook to connect with fans and publicize sales and promotions.

In addition, 40 real-life customers were chosen in Stein Mart stores in California to star in TV ads, which were filmed both in store and in customer homes. The modern mosaic design featured on the website informed the look and approach for the TV ads.