Jacksonville, FL—In its new national ad campaign, Stein Mart is using a new face for its brand image—or rather faces of real life customers to depict the passion the off price retailer says its consumers have for the brand.
Created in partnership with its ad agency, ArnoldNYC, the “Love at First Find” campaign combines digital, social media, TV, print and radio and stars “Stein Mart customers with the goal of fostering an online community of fans via Facebook and Stein Mart’s website.”
On Monday, Stein Mart began posting a collection of videos depicting customers’ favorite merchandise finds on its revamped homepage. The site acts as a Stein Mart community where consumers can upload their own videos, “like” and post to Facebook and sort by categories such has hometown.
Leveraging Social Media into Campaign
Alongside the website community, Stein Mart is leveraging Facebook to connect with fans and publicize sales and promotions.
In addition, 40 “real-life customers” were chosen in Stein Mart stores in California to star in TV ads, which were filmed both in store and in customer homes, and are aimed at a 35- to 55-year old demographic.
“Stein Mart customers are known for having a deep passion and loyalty–not just for the merchandise but for the brand itself. In watching the customer videos, we were so blown away by their enthusiasm in describing their Stein Mart shopping experiences, we wanted to create an online community of Stein Mart brand ambassadors and make them the center of our marketing campaign,” said John Staffen, chief creative officer at ArnoldNYC.
Noting that the new tagline “Love at First Find” reflects the passion customers have for Stein Mart,” our distinctive merchandise and the values we offer,” Glori Katz, Stein Mart’s senior vice president of marketing, added: “The new advertising looks fresh and modern and creating the online community is a wonderful idea. Our uniquely loyal customers readily share their finds and love of the brand on our very active Facebook page and through our Customer Panel, so the online community is a great next step to harness this ‘love’ to attract new customers.”