Sears Holdings Corp (NASDAQ:SHLD) Subsidiary Kmart has announced the launch of its ugly sweater challenge for the holidays through which it plans to offer support through donations to the St. Jude Children’s Research Hospital.
The ugly holiday sweater challenge has been launched in the form of a social media campaigns on social media platforms owned by Facebook, Inc. (NASDAQ:FB) and Twitter Inc (NYSE:TWTR). The campaign dubbed #UglySweaterforBetter is requesting social media users to posts selfies, videos, or photos of themselves while wearing their favorite ugly sweaters. The campaign is also encouraging them to urge as many people as possible to join the campaign.
Kmart announced that it would donate $1 to the St. Jude Children’s Research Hospital for every Twitter, Facebook and Instagram post that has the hashtag #UglySweaterforBetter and also the tags @stjude and @Kmart. The challenge was kicked off on November 28 and will be concluded on November 24.
“Kmart has been selling ugly holiday sweaters for decades, and our members just eat them up every year. They are a fabulous fad that everyone loves!” stated Kmart’s Chief Marketing Officer, Kelly Cook.
Cook also described the campaign as a great way to kick off the holiday season and to spread the cheer. He also pointed out that Kmart has a strong relationship with its members and associates and as such, the new ugly holiday sweater challenge means a lot to them. Kmart has so far earned itself a spot among the top fundraising partners for the St. Jude Children’s Research Hospital since 2006. It has so far helped to raise as much as $105 million through its fundraising campaigns for the hospital.
The hospital’s National Outreach Director Marlo Thomas stated that Kmart and its shoppers have been very committed to supporting the hospital every year. He acknowledged the significant amount that Kmart has raised so far through the numerous campaigns that it has held in the past. It is thus clear that the company has a strong relationship with the hospital.
Sears stock closed the latest trading session on Wednesday at $4.21 after a 0.96 percent gain from the previous close.