Rise of shoppable livestreams create new social connection points with Kohl’s customers
It’s the season of connection, and Kohl’s is uniquely engaging with its customers on social media during the holidays to inspire product discovery and create authentic online experiences for our followers. To do this, Kohl’s is partnering with popular social media creators and hosting several Instagram livestream events and expanding to TikTok for key holiday moments this season.
Holiday Shoppable Livestreams
After a successful launch during last year’s holiday season, Instagram lives continue to be a way for Kohl’s to organically connect with customers in real time and introduce them to Kohl’s products used by some of their favorite influencers. Through these livestreams, viewers watch and engage with creators as they showcase how they decorate their homes for the holidays with products from Kohl’s, build gift lists for their loved ones, and highlight their favorite deals for Black Friday. From there, viewers are directed to the “View Shop” on Kohl’s handle where they can find the full curation of products featured in the live and can easily be taken to shop the product on Kohls.com.
As Kohl’s looks to diversify content across platforms and meet customers where they are on social media, the company also expanded to TikTok to host a shoppable livestream for the first time this season. Hosted by creator Dani Schaffer, the TikTok live focused on holiday gifting for the entire family.
This season, Kohl’s has focused its lives on celebrating belongingness and diverse traditions with creators such as Christine Andrew, Lisa Allen, Ciara, and Ashlee Rose Hartley. Plus, as a first for Kohl’s, viewers who tuned into the Black Friday live had the opportunity to win a prize pack full of the product assortment featured and a $100 gift card to Kohl’s.
Kohl’s TikTok Hashtag Challenge -- #GiveWithAllYourHeart
With TikTok challenges becoming a creative way to engage with audiences and encourage content creation, Kohl’s created a holiday TikTok challenge that encourages new and existing Kohl’s fans to showcase how they give with all their hearts this season. With a custom, upbeat song created by Song Candy, TikTok users are sharing their special family traditions, memories and memories in making, tagging the dedicated campaign hashtag #GiveWithAllYourHeart. Those who enter their videos with the hashtag will have the opportunity to have their videos displayed on a large mosaic ornament in the Flatiron Plaza in New York City from Dec. 9-10.
The shoppable livestreams are just one way Kohl’s is connecting with customers this season and embracing the many traditions and celebrations that make the holidays so special. Follow Kohl’s on Instagram, Twitter and TikTok @kohls for more.