- JCPenney has named VaynerMedia as its social media and influencer marketing agency of record, the most recent step in a method revamp for the department store chain, in response to a press release.
- The retailer will tap into VaynerMedia’s creative and production capabilities, in addition to a social influencer seeding offering focused on boosting relevance. The first fruit of the partnership is an Instagram post promoting an auction for a pair of JCPenney jeans worn by Marilyn Monroe.
- VaynerMedia will work with the brand’s media agency of record Dentsu and lead creative shop Mischief, one other recent hire. JCPenney plans to launch a large-scale integrated campaign next month that may provide a clearer view into its recent marketing approach.
JCPenney continues to round out its agency roster with shops focused on social-first and disruptive tactics that might grow the retailer’s appeal with key young shoppers and reverse sliding sales. VaynerMedia is tasked with amplifying the range of fashion available on the department store chain to encourage discovery, along with messaging around value.
How and why products in categories like apparel take off in popularity may be very different than even a number of years ago. TikTok has reshaped retail trends, with low-production videos of influencers and even on a regular basis users getting dressed causing items to go viral overnight. The TikTok effect has been a boon to other legacy retailers searching for renewed relevance, and JCPenney might be seeking to tap into the identical magic through VaynerMedia offerings like its influencer seeding service.
Gary Vaynerchuk, the entrepreneur behind VaynerMedia, said that the firm digs deep to search out out what makes consumers tick across different social platforms and emphasized a mandate to drive “significant business growth” for its recent client.
“VaynerMedia’s track record in modernizing brands is undeniable,” said Marisa Thalberg, chief customer and marketing officer at JCPenney’s parent Catalyst Brands, in a press statement. “[JCPenney is] confident that putting social at the middle of our marketing is a necessary a part of awakening people to all that’s, perhaps surprisingly to some, in store at JCPenney.”
Thalberg spearheaded VaynerMedia’s appointment. The move follows JCPenney hiring upstart Mischief @ No Fixed Address as its creative agency initially of the 12 months. Five-year-old Mischief is understood for headline-grabbing stunts, and is working with JCPenney on “big swing” creative projects for 2025.
Thalberg originally joined JCPenney as consulting CMO in October after prior stints at brands like SeaWorld, Lowe’s and Taco Bell. JCPenney in January combined with Sparc Group, an operating entity that owns brands including Aéropostale, Brooks Brothers and Eddie Bauer, to form Catalyst Brands, with Thalberg landing the highest marketing role. One good thing about the deal is granting JCPenney access to a wider customer data set that may inform personalization, marketing and loyalty efforts.
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