repairing a reputation
As one of America’s oldest retailers, Sears knows the challenges of attracting a new generation’s attention.
Sears Home Services—the appliance repair and home improvement division—faced the common challenge of improving its social media image. In the recent past, Sears Home Services’ social media channels were overwhelmed with negative sentiment. Imagination set out to increase positive feedback and engagement by making Sears the go-to expert in the field.
trends and tips of all types
A diverse, cross-platform content strategy highlights this expertise through blogs, infographics, videos, enewsletters and social media promotion. Articles and Q&As feature in-house experts, consumer-friendly maintenance tips, trend forecasts and more. At the core of the program, Sears highlights the latest home trends on Facebook, Twitter and Google+, while a presence on Pinterest captures the untapped audience of female homeowners.
277%
increase in social media engagement
trends and tips of all types
A diverse, cross-platform content strategy highlights this expertise through blogs, infographics, videos, enewsletters and social media promotion. Articles and Q&As feature in-house experts, consumer-friendly maintenance tips, trend forecasts and more. At the core of the program, Sears highlights the latest home trends on Facebook, Twitter and Google+, while a presence on Pinterest captures the untapped audience of female homeowners.
return on content
After launch, Sears saw a 100 percent return of the program costs due to increased consultations and service calls. Furthermore, the retailer saw a 277 percent increase in social media traffic, and a skew toward active, positive digital interaction.
Practical know-how content helps replace negative social sentiment.
Videos focus directly on audience needs, with the added flair of animation.
Sears social posts emphasize visual content for boosted engagement.
