While homeowners could count on the retail giant to carry some of the most trusted brands of tools and appliances, Sears didn’t necessarily stay top of mind in between these infrequent purchases. Sears’ struggled with website sales. A detailed audit and analysis proved that their customers searched for manuals and how-to content more than anything else online.
By creating an online community for its core audience of homeowners and empowering them in all stages of homeownership, especially maintenance, Sears could become a trusted partner, not just a place to shop. And so, Manage My Home was born (eventually to become Manage My Life). Together with Searss and THINK Interactive, Aimee worked over a two-year period to launch this community create content, and add new features and functionality.
Content Audit and Strategy
Soup to nuts digital strategy.
Building a community of experts.
Added projects and to do lists, along with emails on products to develop a marketing list of 200,000 subscribers.
- Community growth 100% 100%
- Website Traffic 50% 50%
- Conversion Rate 75% 75%
- Email Subscribers 60% 60%
The Results Were Amazing
Sears’ first foray into content marketing and online community building was a hit with homeowners. Over a 24-month period, the community grew to 2 million users and the company’s Facebook fan base grew tenfold. Manage My Life increased awareness in the DIY space for Sears, and ultimately increased sales of their products.