PUTTING MORE HUMAN IN BRAND

Ask. As physical locations were closing and shoppers were moving online, I wanted to help us deliver that same local feeling by sharing real stories in our digital channels.

Methodology. Humanize the Sears brand. Our associates in store have always been the backbone of Sears - building relationships, delivering expert advice and creating trust. In an increasingly digital world, I wanted to show that (for the most part) the humans are still running it.

Results. Improved brand perception by celebrating the people who work with us and shop with us by sharing those unique stories that show our humanity. The stories below are examples I created to convey the concept and strategy.

THE Humans of Sears Social Campaign Concept Deck