As Digital AOR for Kohl’s, building out social strategic platform and execution for launch of Kohl’s X Under Armour – the biggest partner launch in Kohl’s history. As part of Kohl’s overall Health & Wellness push, we took the strength of Under Armour and made it approachable, getting even Ellen Degeneres to bear crawl.

Overall:

In partnership with Anomaly, we built on the platform, that Every Start Matters – especially on social media. The Under Armour athlete, and Kohl’s shopper, especially parents, all have one thing in common; no matter the task, they give it their all. And every time they start, it matters. Especially if you feel you’ve fallen off the good strike. 
Social is where you commit to training – it’s where you share your daily running, your accomplishments, your selfie post-yoga and what not – it’s where we gain our strength. It’s where we show that we give it our all. 
So extending a commercial narrative, we thought, let’s create Health & Wellness routines and tasks that everyone can be part of, and celebrate every single start.

Execution:

The Bear Crawl Challenge was kicked off by Ellen Degeneres and then followed by a closely narrated social roll-out of videos, posts etc., along side Kohl’s utilizing their rewards program as well. All under the hashtag, #getyourstart.

Agency: Huge
Role: Director of Planning, Comms Planning