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PEOPLE Magazine’s sexiest man alive, Adam Levine, launching his debut collection available exclusively at Kmart through Shop Your Way, the retailer’s premiere customer loyalty program offering unprecedented access to some of the most socially followed celebrities on the planet, is certainly cause for celebration. Teaming up with ICED Media to tap into the explosive celebrity GIF trend we were able to maximize exposure and excitement around the debut of the line.
Shining a spotlight on the most active moments directly from Kmart’s Adam Levine Collection commercial, Shop Your Way and ICED Media created a series of playful, and undeniably sexy, GIFs distributed by Adam to his 3 million Facebook fans, powered by Giphy, a first-of-its kind technology enabling GIF functionality on the world’s biggest social network.
The reaction was explosive! Instantly generating over 20,000 likes, comments, and shares, we created a viral and culturally relevant asset that maximized the exposure of the #AdamLevineCollection surrounding the launch of the traditional TV ad, while maintaining Adam’s cool, fashionable, and versatile clothing options available at an affordable price. By repurposing the existing assets from the commercial a suite of interactive content, this innovative approach resulted in over 60,000 GIF views outpacing the total views of the commercial itself.