Kohl’s has decided to join the blogging community to promote its fitness-related product line, using the #MakeYourMove hashtag to link social media and the brand website. The retail chain, consisting of over 1,160 department stores, has developed a health and fitness focus supported with a line of appropriate clothing, gear and equipment. With the blogs playing a central role, the social media campaign will offer fitness tips, expert advice, exercise videos, fashion suggestions and links to Kohl’s products.
Match Made in Blogosphere
Kohl’s partnered with FitFluential to find bloggers who could meet marketing expectations and give the blog posts a strong start. FitFluential matches successful fitness social media influencers with brand partners. To become a FitFluential Ambassador, the social media influencer must bring a well-developed network of followers. Kohl’s selected 10 bloggers for the Make Your Move program, and the bloggers brought 98,000 Facebook fans and 149,000 Twitter followers to their assignments.Kohl’s gives the bloggers gift cards that are used to purchase items from the health and fitness line of products. The bloggers write about the products, describing how they are worn or used, how they supplement their personal fitness programs and so on. The group of bloggers will produce 40 posts within a three-month period, at the end of which Kohl’s will select new bloggers. The financial arrangement between Kohl’s and FitFluential is undisclosed, but FTC rules require bloggers to inform readers that Kohl’s has supplied the products they are reviewing. Kohl’s cannot tell the bloggers what to write.
Influencer programs such as this are affordable and effective when done right. Proper tracking and and disclosure are key as well as KPI development. We have seen brands try similar programs but had minimal success due to insufficient planning.