Kmart's performance in Australia was poor by 2008McDonald's Australia's former chief executive took the reins and the brand experienced a revival.It was a huge internet fanbase that grew, and the viral content raised questions about the value of digital labor.Check out more stories from Insider's business page.Kmart Australia's story is a bit simplified. In 1969, Kmart opened its first store in Burwood (Victoria), and grew to be a major player in Australia's department stores scene.Kmart was located between David Jones and Myer, offering affordable necessities like microwaves, track pants, and paperbacks per pallet.Kmart had been the black sheep of Wesfarmer's portfolio by 2008 and was earning earnings before interest tax of $114million (AUD), well ahead stablemate Target, which earned $223 million (AUD).Wesfarmers has hired Guy Russo (ex-Managing Director and Chief Executive of McDonald's Australia) to lead Kmart.His first task was to reduce the stock-keeping units (or "SKUs"), reverse Kmart's strategy of "more is better" and swap periodic sales for a steady flow of discounts.Russo said last year that "when we removed the SKUs, and dropped the cost, we found our client," Russo stated on the Scaling Up podcast. "They were a customer who really wanted value."It was a masterstroke to remove brandsKmart also dropped its brand name reliance, leaving its competition to fight over big-name labels.Russo stated, "Removing brand names, I believe that was the other masterstroke." We used to sell some very important brands. But when we reduced the price of underpants by a penny, the brands stopped selling at ten dollars each. The brands died naturally all of a sudden.Wesfarmers believed in Russo's vision and provided funds to renovate stores, helping the brand reduce inventory costs. Russo recalled telling coworkers, "Make them look like Disneyland."The layouts were changed and traditional departments were eliminated. Customers looking for coffee machines can now shop in the electronic aisles. They can also find cutlery and other kitchen items.Russo stated, "The last little masterstroke even though we received a lot of criticism is [putting] registers in the middle]."Customers were forced to spend more time surrounded by the product after the move."Affordable" is not the same as "cheap".It was costly, time-consuming and one of Australia's most successful brand restorations. Kmart managed to pull off one of the most difficult tricks in retail: convincing customers that it was affordable and not cheap.In 2018, Russo, who was the chief executive of Wesfarmer’s department stores, reported earnings before interest and taxes of $660 million (AUD). This was largely due to "continued strong growth at Kmart."Russo stated, "The marketing was done by our customers. This was the best part."Kmart online fandomHelen James is one such customer. She runs the Instagram account @i_heart_kmart with 121,000 followers. James is one of the stars in a group that includes content creators, acolytes and thrifty shoppers, which makes up the Kmart fan club. This is a huge, influential, and under-researched community whose online ranks have grown in tandem with Kmart's recent resurgence.James explained to Business Insider Australia that he used to go into stores and see the latest, most fashionable pieces at ridiculously low prices. He would then take photos of them and post them on his page. "Instagram was just beginning to take off. Kmart was just starting a refresh of their image and homewares range. I bought both the items together."Jasmine Pisasale started her Instagram account seven years ago to escape from Pisasale’s stressful job.Business Insider Australia spoke to her that she found Kmart more than a shopping experience. "I enjoy walking through Kmart. It gives me an excitement about what I'm going to find in the store today."Lifestyle shots of her show rumpled linens and throw blankets draped over low-slung armchairs. Recently, Pisasale's son explored the beach in a Kmart-branded bucket cap.Pisasale stated that around 32,000 people have "watched" her get married and have their first child.Pisasale and James have used their followings to form active partnerships with the company. Both participated in Kmart invite-only events where influencers shared sneak-peaks at unreleased products with themselves.Kmart's world of 'hacks'Facebook's Kmart "hacker" groups are a major part of Australian social media.Daily Mail Australia featured content from these groups under the headline, "Shopper transforms Kmart shelving into chic furniture." News Corp's parent-centric KidSpot published the story "Kmart Hack: How to Turn $8 Fruit Bowl into Mesh Light Shade." 7 News now devotes several articles per week to "cult buys" and other Kmart-related phenomena.The largest group, which was founded in 2015, has 470,000 members. Nearly 65,000 people belong to a group that shares recipes for Kmart’s most popular pie recipe.The Kmart lookThe Kmart look is mainly composed of textiles in muted colours: beige, burnt ochre and rosy salmon, with blue-greys layered on top. Tables, drawers and shelving units are usually made from sunbleached woodgrain on cheap particle board. Accent pieces include pearlescent silver, quartz or chalky coral.The overall aesthetic is inoffensive Scandinavian, with a touch beach house. The community admits that some looks are still tacky. After users were found guilty of covering entire countertops in marble effect book contact, many groups have banned Kmart's posts.The group's virality has brought in revenue for the brand. It has also transformed the hack community into an influential force in Australia's influencer economy.Pisasale stated that she recalls some influencers asking about expanding their plus-size range at an event. The style team was open to the idea and made considerable efforts to increase the selection.James stated that "they really listen to the community feedback, which is something I love." "Women'swear, Curve Collection, quality of materials, introduction of sustainable products, I believe that all these improvements over the years have been driven from grass roots level.These insights are not paid by Kmart, which does not pay influencers.A Kmart representative said that they don't do sponsored or paid content as a business. "We have a program called "gifted for review" where media and social media influencers receive product (where it is relevant to them or to their family), to test, review and share their feedback.James was recently given a sideboard by the program. The program also invites top figures to product launches and seasonal events. One question is: should an online community whose opinions help determine the success of a billion dollar company ask for more than a sideboard?Marketing and 'playbor': An uneasy relationshipKmart appears to be getting a bargain based on the analysis of the influencer marketplace.HypeAuditor's 2020 report found that professional Instagram creators in Australia can charge four-figure salaries per post.Kmart is a brand that needs to scale its marketing efforts.Catherine Archer is a senior lecturer at Perth's Murdoch University in strategic communication. She is also a digital "playbor" academic. This refers to the middle ground between paid service and online fandom.She said that these groups are a benefit to Kmart. It is difficult to determine their objective value to the brand, unlike traditional influencers whose success is determined primarily by click-through rate. It is difficult to calculate compensation if the topic comes up.Archer stated that it is difficult to see the ethics of interfacing with people just like you, the everyday community. "Sometimes people don’t realize how amazing they are for that particular brand."Online fan accounts can be a great way to make a career, but there are many people who don’t make much money.There is no way that hundreds of thousands upon hundreds of thousands of bargain hunters are being forced to pro-Kmart. Business Insider Australia spoke with influencers who expressed genuine love for Kmart and their appreciation for how staff carried their messages.A spokesperson for Kmart told Business Insider Australia that "customer feedback through all these channels is incredibly important to us all from design, buying, quality technicians, stores, and across to our distribution centres.""It allows me to listen to my customers, apply learnings wherever possible and continue to provide great products at low prices for everyone in our family."The brand listens closely. At least one "hack" page does not advertise any official relationship with Kmart. It appears that Kmart employees quietly manage it. The company didn't respond to questions regarding that group.