Taking a note from Marks & Spencer, J.C. Penney is aiming to reconnect with its customers by reminding people what it means to give throughout the holiday seasons. Their associates will be donning white gloves, and J.C. Penney will be using the hashtag #JustGotJingled to encourage random acts of kindness among their consumers on social media. They will also be promoting the They will be participating in various acts of kindness during the campaign, like inviting the boys and girls club for a holiday shopping trip and having a "street team of elves". The idea is to remind customers that J.C. Penney is "heart and wallet" responsible.
In addition, J.C. Penney is using digital marketing to connect with its Hispanic consumers via Spanish-language ads and a video series. They are trying to adjust their strategy to encompass the wider Hispanic market, which is growing.
However, that all said, their implementation of social media strategy seems a little dubious. First, they did not really discuss unique ways of employing social media, just that they will be encouraging customers to post their own social media videos. Secondly, while they have some campaign ideas and a hashtag, they lack the authenticity of the idea of "giving". Marks and Spencer did a good job by creating buzz, it seems that J.C. Penney is doing this backwards. Finally, their video series for targeting Hispanic consumers is up on AOL online - which doesn't seem too customer-savvy.
Read more about J.C. Penney's ad campaign here
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