Judy Robinson

Judy Robinson

#firstdaylook for JCP

We worked with JCPenney to launch a youth-targeted digital and social only campaign to get kids to share and talk about first day of school outfits. The initial videos were only branded with firstdaylook.com, which then led them to a microsite. When kids posted their first day looks, we rewarded them with JCP gift cards. We also created looks on Polyvore and Vine videos that were circulated and shared through social channels. This was their most successful back to school initiative to date.

We launched these videos on web only, to reach kids and teens where they are most.

We used firstdaylook.com as a social wall for kids to post their looks and talk about their first day fashions. We collected hashtags from instagram, twitter, tumblr and facebook to populate the site, constantly updating during the back to school season.

We used tumblr to push more of JCP's styles and products in a fun and engaging way.

Polyvore offered up an opportunity to reach both teens and moms shopping for back to school, who might not go to jcp.com.

We tweeted content daily, both from the brand as well as from Elle editor Nina Garcia who gave fashion tips on first day looks.

We used Vine to showcase graphic tees in a fun and relevant way.


Up Next:

JCPenney