The objectives were to increase brand awareness amongst millennial female shoppers and position Nordstrom Rack's YouTube channel as a key destination for fashion inspiration.
Nordstrom Rack partnered with digital media and entertainment company Kin Community to form a year-long content partnership and brand ambassador program featuring 7 of YouTube's top fashion and beauty creators. Creators developed content that aligned with the brand's monthly trend forecasts and produced four series that lived on the brand's YouTube channel that offered detailed fashion and styling tips. The campaign featured content across YouTube, Facebook, Instagram, Twitter and Snapchat. In addition, Kin creators appeared in the brand's national Snapchat and print campaign.
The campaign drove over 15K new subscribers to the channel and increased channel watch time (the key metric for channel health and engagement) by over 2 million percent. The partnership helped grow the brand's YouTube channel by 1500%. The campaign drove over 150K new visitors to the Nordstrom Rack website throughout the partnership - over 70% of visitors had never shopped the site before. The campaign drove over a 35% increase in unaided brand awareness against millennial female shoppers according to a Millward Brown study.
