Social Listening
I selected JC Penney for this blog because I love fashion and have my own Etsy shop where I sell vintage clothing. Also there is a big trend in Utility wear right now, think Carhart, but JC Penney's is obviously a great place to get basic well made work wear that can be turned into street wear. I also worked at JC Penney as a teenager. Their new tagline is "It's From Where?
People are talking about the company because everyone loves a comeback! The company also wants to capitalize on renewed interest in shopping malls amongst Gen Z. Remember when you were a kid and got dropped off at the mall on a Friday night? And then dropped your kids off at the mall when they were tweens. It was a safe indoor space for people to hang out, shop, eat , go to a movie and socialize. People love the nostalgia of it. MarketingDive.com
JC Penney has hired Mischief @ No Fixed Address as its creative agency, they use disruptive, headline-grabbing marketing. They want to redefine their brand image and employ a more innovative approach as it fights to win back price-conscious shoppers. One of the marketing efforts that is remarkable is the use of QR codes on the inside mall posters. The posters have a model in the shot with a fabulous outfit asking "Where do you think it's from?" To find out you scan the QR code and find out it's from JC Penney's. Also they have a model walking around the mall, in front of the JC Penney's stopping people and saying if you can guess where my outfit is from I will give you a gift card. They all say "not from JC Penney's" then the model says actually it is and all the shoppers are very surprise. She gives them the gift card anyway. So, it's a fun campaign that is using the hijacking method where everyday people are stopped and given an opportunity to win something and then the experience is posted to social media. Similar to the Canada Travel campaign where travelers where stopped at an airport and offered a trip to Canada.
One of their new ads on You Tube shows a woman walking onto the plane with a fabulous outfit on, walking past first class and a very sophisticated woman turns , rubber neck, to look enviously at the outfit. Airplane outfit
An ad ran during Amazon’s “Thursday Night Football” with celebrities including Shack and Martha Stewart. The tagline was "Catch the Savings" and they all throw a football to each other.
Thursday Night Football It's From Where? Promotion where a model walks around the mall wearing the same JC Penney outfit that's on the sign inside the mall. She stops and asks people "where do you think my outfit is from?"
On Instagram a story ran about Marilyn Monroe's JC Penny jeans up for auction at Julien's auction house. Everyone commented mostly good things about the brand and wanted to know if they could get a pair or if they were still making the same style. The company has 907k followers and 3,786 posts. They are posting 1 reel per day with a model/spokes woman doing fun things like stopping a teen and her dad in the store and saying she can pick out her own outfit for $87.00 or let her day pick out her outfit for $250.00. There is a reel of their model/Instagram girl getting dressed in all JC Penney outfits (comment-I need this outfit for Pickleball) There is also a reel of her giving away gift cards. People are saying the prices are great, reels are cute and they need to get to their JC Penney's Store. Lots of heart and smile emojis. Generally all good comments.
I think they are doing a great job and I think it's great that in this time when everyone is trying to save money that a trusted store is making it's comeback. As they say on Instagram: They are trying to make every day, dollar and date night count.
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