Kohl's is setting up a Christmas pop-up truck in Times Square around Thanksgiving to encourage people to share their Christmas traditions while promoting the department store. The truck encourages people to share these via social media, with a hashtag #AllTogetherNow that will also spread the Kohl's brand online.
In addition to the pop-up truck, the hashtag also corresponds with a commercial campaign that promotes the cross-generational department store products for Christmastime. The ads feature The Beatles' 'All Together Now' anthem with heartwarming stories.
One spot features a little boy waking up to a Stormtrooper on Christmas morning and another shows an older man dressed up as Santa. The two-fold Christmas campaign aims to capture the family Christmas spirit and tries to integrate that feeling into its very brand.
Key Themes Behind This Trend
- Social Media Sharing
- Kohl's encourages people to share their Christmas traditions via social media, creating potential for innovative campaigns centered around user-generated content.
- Cross-generational Marketing
- Kohl's promotes their department store products for Christmastime with heartwarming stories that resonate with multiple generations, presenting an opportunity for brands to target diverse consumer groups.
- Brand Integration
- Kohl's aims to integrate the family Christmas spirit into its brand, suggesting the potential for companies to align their brand values with sentimental holiday themes.
Where This Applies
- Retail
- Retailers can leverage the power of social media sharing to promote their products and create engaging experiences for customers.
- Marketing and Advertising
- Marketing and advertising professionals can learn from Kohl's cross-generational campaign approach to resonate with diverse target audiences.
- Branding
- Branding experts can explore opportunities to integrate the sentiment of family traditions and holidays into their brand narrative.
