Today we present the first of what we hope will be an ongoing series of Ypulse case studies that examine new and noteworthy youth-targeted campaigns. For our inaugural case, we dive into the timely topic of virtual worlds and real retail by examining the first line of clothing from a major fashion retailer to debut virtually on Stardoll. If you have a case study you would like us to present email me.
Ypulse Case Study: Kohl’s Back-to-School Campaign on Stardoll
With back-to-school sales taking a hit last year, more and more retailers have realized they need to reach out to young shoppers online.
Kohl’s partnership with a popular teen and tween dress-up site was an ideal platform for promoting a new clothing line designed by pop star Avril Lavigne who was already featured on Stardoll as one of the celebrity avatars that users can dress up
Stardoll’s strong emphasis on apparel and its steady growth (in August 2008 the site had reached 20 million users, doubling its membership in under a year), made it an attractive choice for any brand looking to turn virtual goods into actual sales with teen and tween girls.
Various steps took place before this collaboration: last summer Stardoll launched a virtual mall called StarPlaza for fashion labels to introduce virtual collections for the site’s members to purchase with virtual currency. And last spring the site experimented with a feature that allowed users to take logos or graphics from the virtual world’s labels and add them to t-shirts or other items in the real world.
In its first 16 days, Kohl’s Stardoll boutique logged 2.2 million visits and sold 1.8 million virtual items. In terms of how this translated into real-world sales, Kohls.com enticed 97,000 visitors to click through from the…