How do you let people know how great Kmart Layaway really is? With a woman being swallowed and slowly digested by a bat, of course. Yes, a bat ate her, but she still can’t stop talking about Kmart Layaway.

Kmart Layaway Dance was developed as branded entertainment and featured influencers from the Chicago area. The agency worked directly with the SweatBeatz production team, Dia 'Kuzi' Hodari and Ricardo J Spicer, to create a catchy new tune focused on Kmart’s Layaway service. Once we had the perfect music track, we worked with Chicago social influencers to produce numerous videos of them performing the simple but fun Kmart Layaway Dance. Once the program launched, the videos were posted by the influencers and shared across their social media networks. Finally, a highlight video and all videos were posted to Kmart’s YouTube channel.

With only an online presence, Kmart Layaway Dance achieved over 400,000 YouTube views across the various videos video posted to Kmart’s YouTube channel. Additionally, consumers loved the videos with a 10:1 likes to dislikes ratio. The Kmart Layaway Dance montage was shared almost 9,000 times. Layaway Dance helped Kmart’s total digital effort surpass 70 million views making Kmart the most viral retail brand of the year.