retail

Cost Plus World Market Goes All-Out With Holiday Campaign

Cost Plus World Market is launching a multi-faceted holiday effort that includes a long-form video and several contests.

This is barrettSF’s second holiday marketing campaign for the specialty retailer, a subsidiary of Bed, Bath and Beyond.

Anchored by the tagline “Gift Thoughtfully,” the campaign also includes brand partnerships, digital video, interactive mobile units, digital display, social and print. Creative showcases Cost Plus World Market’s array of holiday décor, traditional foods, entertaining essentials, furniture and gifts.

“The goal of the campaign is to have broad appeal targeting current Cost Plus World Market customers, families with children who experience the magic of the holidays through their eyes, and anyone shopping for holiday gifts,” Lyndsey Dorian, barrettSF account supervisor, tells Marketing Daily

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“Last year’s effort successfully drove traffic and sales, increased brand awareness, and put Cost Plus World Market into the consideration set for holiday purchasing.”

The two-minute short film featuring an original recording of "Santa Claus is Comin’ to Town" recorded by musician Jessie J. tells the story of a little boy searching for the answer to a very important question: What is Santa’s favorite cookie?

After doing exhaustive research, the little boy finds himself in the cookie section of a Cost Plus World Market. It’s the moment of truth. But instead of picking out a cookie, the boy finds a much more thoughtful gift: a holiday-themed cookie jar.

The film can be viewed at www.worldmarket.com/giftthoughtfully and also will run on Hulu, You Tube and on organic social channels. A 30-second version of the film will run on Hulu, NBC On Demand, YouTube, programmatic video and social media. All will be available through the end of December

The campaign also features a series of light-hearted 15-second spots supporting key product categories.

To enter the brand's "Star Maker” song contest, shoppers are invited to sing their version of "Santa Claus is Comin’ to Town" in-store or submit their performance to www.worldmarketwin.com. The winner, chosen by Jessie J., will receive a pofessional recording session in Hollywood, plus a $1,000 World Market gift card.

The retailer will also hold a “Find the Golden Bells” contest, with daily prizes awarded to those who find the specially marked balls in-store, with $1.8 million in total prizes to be awarded.

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