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Kmart Australia partners with content creators to reposition its brand without financial compensation

Kmart Australia is partnering with content creators on Instagram to promote a new image of its brand. As part of the “gifted for review” program, the retailer sends its products to content creators for promotions and showing DIY hacks. The influencers happily promote the brand they love for free and no monetary remuneration is paid. Former McDonald’s executive reinvented Kmart from a frumpy discount retailer into a dandy store. It is said to be one of the most expensive, time-consuming and successful rebranding journeys of an Australian brand.

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