- JCPenney launched a campaign, “Back-to-It,” that features two recent spots on cable TV and Hispanic broadcast channels, per details shared with Marketing Dive.
- The campaign, with creative by Mischief and paid media by DentsuX, includes premium audio, social and video, including buys on podcasts like “Good Hang” and “Armchair Expert” and a TikTok Branded Mission.
- The effort looks to expand the scope of back-to-school marketing and is a component of a “Yes, JCPenney” positioning that launched in April and has already boosted several brand metrics.
JCPenney isn’t just going back to high school: The retailer is positioning itself for “Back-to-It,” a season by which all consumers — not only kids — can reinvent their fashion sense. The campaign builds on the “Yes, JCPenney” positioning and tone that the brand established within the spring.
Two recent spots use the identical construct as previous ads and have the identical value-oriented, “We’ve got the receipts” tagline. A 15-second “Drop Off” ad focuses on a $200 skirt and shirt purchased for $60 that also nets a mom a “morning drop-off mic drop” moment. The 30-second “Morning Routine” shows a $120 back-to-school outfit purchased for $64 that also gives the parents a morning where their kid is dressed on time.
“Back-to-It” will run on traditional TV along with targeted, high-impact digital placements across audio, social and video channels. Ads on popular podcasts similar to “Good Hang” (the brand new offering from comedian Amy Poehler) and “Armchair Expert” (hosted by actor Dax Shepard) could help extend the reach to on-to-go consumers, while a TikTok activation encourages users of the platform to share their very own “Back-to-It” story.
The “Yes, JCPenney” positioning is a component of what Marisa Thalberg, CMO on the retailer’s parent company Catalyst Brands, has called a brand new approach that rejects “the standard retail marketing playbook.” As a part of the hassle, the retailer brought back its successful “Really Big Deals” campaign in partnership with Kimmelot and “Jimmy Kimmel Live!”
“Yes, JCPenney” helped boost in-store traffic, especially amongst younger, single shoppers, based on data from Placer.ai. Similarly, the campaign caused a bump in metrics including ad awareness, per every day tracking data from YouGov BrandIndex. The early results suggest the position might be a durable platform for efforts like “Back-to-It.”
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