Chewbacca Mom Goes Viral: Market Track 5/26/2016
Kohl’s could be the benefactor from a recent viral video featuring one of their “Star Wars” masks. Candace Payne of Texas had just returned a shirt to the retailer because it was too big, but nobody could have predicted what happened next.
The internet loves Chewbacca Mom, but so does Kohl’s. According to an article on MarketWatch, the struggling retailer posted an 87% drop in profit in the first quarter of 2016, and this video could provide a much-needed boost. In addition to giving everyone a laugh, the video reminds viewers about what Kohl’s sells and that they have a flexible return policy. Not to mention, the same mask sold out on Kohls.com from the viral traffic. Kohl’s representatives visited Payne’s house to say thank you, bringing her kids their own masks as well as $2,500 in Kohl’s gift cards and 10,000 reward points.
The unexpected viral advertisement yielded immediate exposure and results for Kohl’s, illustrating the strength of finding new, creative ways to engage with consumers (even though this instance was purely by chance).