The 'Back-to-It' campaign by J.C. Penney includes new ads on cable and Hispanic broadcast channels, creative production by Mischief, and paid media by DentsuX. It features premium audio, social, and video, with placements in podcasts such as 'Good Hang' and 'Armchair Expert.' This initiative aims to broaden back-to-school marketing strategies and is part of the previously established 'Yes, J.C. Penney' branding strategy. The campaign highlights significant savings on fashion items and targets various consumer demographics through traditional and digital media channels.
J.C. Penney's 'Back-to-It' campaign, featuring spots on cable and Hispanic channels, aims to redefine back-to-school shopping for all consumers, not just children.
The campaign expands on the 'Yes, J.C. Penney' branding strategy launched in April, boosting key brand metrics through various media channels and platforms.
The ads highlight value-oriented offers, showcasing significant savings on outfits to reinforce the brand's commitment to affordability and appealing to price-conscious consumers.
Targeted placements on podcasts and a TikTok activation further enhance consumer engagement, encouraging sharing of personal back-to-school fashion journeys.
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