Ypulse Case Study: Stardoll and Kohl's Back-To-School Campaign

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

kohls_stardoll_virtual_worldsBackground
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

The Appeal
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.

The Steps
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.

The Results
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…

 
 

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The Newsfeed

“I eat whenever I need to...I don’t follow the conventional breakfast, lunch, dinner setup.”

—Male, 29 VA

Over half of Millennials believe “money can buy happiness.” Fifty-three percent of 22-39-year-olds believe the more money you have, the happier you are, compared to 38% of Americans overall, according to Mintel. The research also shows Millennials are optimists: a little over half are confident in their financial futures, although nearly a third consider paying off credit card bills their greatest financial challenge. Considering the Ypulse financial tracker shows 59% of 18-34-year-olds have debt, we’re not surprised. (MediaPost)

Mickey Mouse Club is coming back for a new generation, and they know just where to find them: social media. Disney announced at Vidcon that the new rendition of the variety show will be released in snackable snippets on social media only. The show will search for future stars with little to no social followings, but big, undiscovered talents, such as choreography and songwriting. Disney is winning out with Millennials and this nostalgic hit should be right on brand; you can see it at the end of August on the Oh My Disney Facebook channel. (THR)

Summer camp costs more than ever before, and some parents are paying big bucks for their children to rough it. Sleepaway camps cost an average of $768 a week, up from $397 in 2005, for often less-than-luxe accommodations. Affluent parents who want their kids to “just be normal” are sending them to camps that can cost $20,000 for basic room and board that “smells a little mildewy,” where kids do their own laundry, clean their rooms, have roommates, and engage in typical camp activities—macaroni art, anyone? (MarketWatch)

Taco Bell has built brand love and a loyal fan following across digital. Their record-breaking giant taco head Snapchat lenswas just the beginning of their successful social marketing strategy, which involves treating each platform differently. The latest example is their YouTube series, Taco Tales, which includes 40 pieces of long-form content catered to their fans. They’ve accrued 10.5 million Facebook fans, 1.85 million Twitter followers, and 60,000 YouTube subscribers with their “wacky,” authentic brand voice in an effort to not just people-please, but to be themselves—which may be why they’re one of young adults’ favorite fast food restaurants.

(The Drum)

More evidence that Millennials still love analog books: They’re the most likely generation to use public libraries, according to a Pew Research Report. More than half of 18-35-year-olds have frequented a public library in the last twelve months, compared to 45% of Gen X, 43% of Boomers, and 36% of Silents. University libraries were specifically not counted, so being college-aged isn’t giving them any advantage, either. The finding goes hand in hand with Ypulse data that shows reading is 13-34-year-olds’ biggest hobby. 

“The wedding trend I have noticed is the white wedding dress being phased out and an array of colors and styles being used.”

—Female, 32, FL

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