Judy Robinson

Judy Robinson

#firstdaylook for JCP

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.

This was a youth-targeted digital and social campaign to get kids to spread their first day of school outfits.


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JCPenney