With 13 million views in one week on YouTube, kmart’s “Ship my Pants” catchphrase caught on fast. It was a successful experiment in social listening, allowing the kmart marketing team to see wether or not they were on to something before moving to more traditional channels like print and television.
With a dedicated in-house, data-driven, social media team, they closely monitored reaction to the spot…You put things online, you get reaction, you get real-time feedback and data, and then you can make the decision on how big and bright you want to go with it.
Due to the campaigns success, kmart has plans to use similar tactics with their back-to-school campaign. Read more: http://www.fastcocreate.com/1682826/how-kmart-used-social-listening-and-some-nerve-to-create-a-ship-my-pants-funny-viral-hit