Studies

CLIENT: JCPENNEY

CAMPAIGN: Back-to-School

Flight: November 6 - December 18, 2009

Focus: Kaboodle.com

Foundation: GoodHousekeeping.com, Redbookmag.com, HarpersBazaar.com, MarieClaire.com, QuickandSimple.com, Esquire.com

OBJECTIVE

• Emotionally connect consumers with the JCPenney brand and reassure them that they can count on finding the perfect holiday gifts at jcp.com

SOLUTION

• "Wish-a-Day" Sponsorship - Kaboodlers who added at least one product from JCPenney to their wish lists were entered to win a $500 JCP gift card
• Custom "Add-to-Kaboodle" units - Allowed users to easily add JCP products to their shopping lists and elevated brand exposure for a targeted, valuable, and highly receptive shopping audience
• Custom Pushdowns & Interstitials - Brand messaging was prominently displayed upon site entry and alongside pertinent holiday content and promotions

EXPERIENCE

• After JCPenney's Wish-a-Day Giveaway, JCP.com ranked as one of the top domains that users linked to after visiting Kaboodle
• Thousands of JCP products added to Kaboodle lists, brand fans added, and exits to jcp.com
• Pushdown CTR nearly 3 times higher than the HDM average