JCPenney Back to School #FirstDayLook
In order to regain confidence after struggling through a new image, JCPenney had to find a way to reconnect with their core shoppers for the Back to School season. By listening to conversations in social media, we found that the first day of school wasn't something teens took lightly. It was a chance to reinvent themselves...what they wear, how they wear it, and where they land in the pecking order is all established by that important First Day.
As the lead Brand Planning Director at VML NY, I developed the social media strategy to help launch this campaign. We setup a real-time social listen & respond war room at our offices and responded to thousands of 1on1 conversations in social platforms. I led the setup and launch of this war room, and worked with the creative team to develop real-time visuals and content.