Studies

CLIENT: JCPenney

CAMPAIGN: JCPenney Teen Continuity 2010

Flight: March 1, 2010 - January 28, 2011

Focus: Seventeen.com, Kaboodle.com

OBJECTIVE

• Reach the teen influencer through innovative opportunities relevant to their digital consumption habits
• Create experiences that engage teens with JCPenney merchandise

STRATEGY

• Hearst Magazines Digital Media leveraged the most engaging, interactive, and highly-trafficked teen content to integrate JCPenney products and messaging

SOLUTION

• Continuity Program
  • Style Blog Posts on Seventeen
  • Style Guide Integration
  • Dedicated Emails
  • Email Newsletters
  • Homepage Roadblocks
  • Fashion Channel Sponsorships & Blog Posts on Kaboodle
  • Contextual Targeting and Media across the Teen Network
• Back to School Program
  • Custom Site-Entry Reveal
  • Augmented Reality Dressing Room
  • Custom Style Quizzes on Seventeen
  • Custom Back to School Shopping Videos
  • Sponsored Tweets
  • Fashion Channel Sponsorships & Blog Posts on Kaboodle
  • High Impact Placements