Dive Temporary:
- JCPenney launched a marketing campaign, “Again-to-It,” that features two new spots on cable TV and Hispanic broadcast channels, per particulars shared with Advertising Dive.
- The marketing campaign, with inventive by Mischief and paid media by DentsuX, consists of premium audio, social and video, together with buys on podcasts like “Good Hold” and “Armchair Skilled” and a TikTok Branded Mission.
- The hassle seems to be to develop the scope of back-to-school advertising and marketing and is a part of a “Sure, JCPenney” positioning that launched in April and has already boosted a number of model metrics.
Dive Perception:
JCPenney isn’t simply going again to high school: The retailer is positioning itself for “Again-to-It,” a season through which all customers — not simply children — can reinvent their trend sense. The marketing campaign builds on the “Sure, JCPenney” positioning and tone that the model established within the spring.
Two new spots use the identical assemble as earlier advertisements and have the identical value-oriented, “We’ve received the receipts” tagline. A 15-second “Drop Off” advert focuses on a $200 skirt and shirt bought for $60 that additionally nets a mother a “morning drop-off mic drop” second. The 30-second “Morning Routine” exhibits a $120 back-to-school outfit bought for $64 that additionally offers the dad and mom a morning the place their child is dressed on time.
“Again-to-It” will run on conventional TV together with focused, high-impact digital placements throughout audio, social and video channels. Adverts on common podcasts equivalent to “Good Hold” (the brand new providing from comic Amy Poehler) and “Armchair Skilled” (hosted by actor Dax Shepard) might assist lengthen the attain to on-to-go customers, whereas a TikTok activation encourages customers of the platform to share their very own “Again-to-It” story.
The “Sure, JCPenney” positioning is a part of what Marisa Thalberg, CMO on the retailer’s guardian firm Catalyst Manufacturers, has known as a brand new strategy that rejects “the identical previous retail advertising and marketing playbook.” As a part of the hassle, the retailer introduced again its profitable “Actually Massive Offers” marketing campaign in partnership with Kimmelot and “Jimmy Kimmel Stay!”
“Sure, JCPenney” helped enhance in-store site visitors, particularly amongst youthful, single customers, in keeping with knowledge from Placer.ai. Equally, the marketing campaign induced a bump in metrics together with advert consciousness, per every day monitoring knowledge from YouGov BrandIndex. The early outcomes counsel the place could possibly be a sturdy platform for efforts like “Again-to-It.”
