National discount department store Stein Mart, in partnership with its new ad agency, ArnoldNYC, announced today the launch of “Love at First Find,” a national campaign focusing heavily on digital and social engagement. The integrated effort – consisting of digital, social media, TV, print and radio – stars real Stein Mart customers with the goal of fostering an online community of fans via Facebook and Stein Mart's website. The campaign is the first work from ArnoldNYC since being awarded creative AOR in June 2011.
Beginning September 12, a collection of videos depicting customers' favorite merchandise finds will be featured in a mosaic on Stein Mart's revamped homepage, where visitors will be encouraged to upload their own “Love at First Find” videos. The site acts as a Stein Mart community where enthusiasts can also comment on the videos, “like” and post to Facebook, and sort by categories, such as hometown. 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. The modern mosaic design featured on the website informed the look and approach for the TV ads.
“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, ArnoldNYC.
The campaign aims to appeal to 35-55 year old shoppers. Stein Mart is a nationwide department store based in Jacksonville, Florida with more than 260 stores in 29 states. The brand offers a wide range of merchandise including current-season, brand name fashion for women and men, accessories, home decor, linens and shoes, all priced up to 60% below department store prices.
“We feel this new tagline 'Love at First Find' reflects the excitement and passion customers have for Stein Mart, our distinctive merchandise and the values we offer,” said Glori Katz, SVP of Marketing, Stein Mart. “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.”