We don’t like to admit this very often, but we are getting old. The commercials you see before you were the first commercials we ever sold.
Client
JCPenney
Year
03/18/2016
Our #HereIam campaign for JCPenney showcased the incredible talent of plus size women like Ashley Nell Tipton. The campaign started off with a docuseries that followed her design journey, culminating in a live fashion show at fashion week. This campaign was strategically crafted to highlight inclusivity in the fashion industry, using #HereIam to draw attention and foster community interaction. The result was phenomenal, with the campaign quickly amassing over 10 million views online and capturing the media's attention to secure an extra 620 million impressions. It was a vivid demonstration of how authentic storytelling and integrated marketing could elevate a brand on the global stage.
JCPenney's "#JoyWorthGiving" campaign brought to life the heartfelt stories of unexpected holiday gifts through a series of touching short films, each tailored to distinct gift-giving attitudes. We leveraged these stories to connect with specific audience segments on social media, ensuring a targeted and effective campaign spread. The content strategy extended beyond the original films, as we re-engineered the hero content into shorter videos, 6-second bumpers, and engaging GIFs, multiplying the touchpoints and extending the life of each story.