JCPenney Optical
The end of the invisible glasses.
Go in JCPenney’s main entrance. Wander past Women’s and Juniors’ clothing. Get lost in Men’s and Shoes. Hunt for the down escalator. Make a wrong turn into Salon or Portraits. You may need new glasses, but that’s not the reason you can’t find JCPenney Optical. Even with JCPenney’s very loyal customer base, only 1% buy their frames from Optical—60% don’t even know they exist. We needed to find a way to make a small voice a lot louder.
An omnichannel plan was designed to layer awareness into the market. Our focus was the “Modern American Mom” who is social, rushed, stylish and on a budget. We targeted her demographically, behaviorally and contextually, setting a geo-target of a 10-mile proximity to each store. Paid search and programmatic display provided air cover. Native video content, custom editorial content and radio sponsorships worked to boost sales during key seasonal times. Our organic social media strategy not only featured eyewear, it also wove in accessories and #OOTD (“Outfit of the Day”) to bring it all together for a time-starved mom.
Did we mention that the “Modern American Mom” is social? She follows lifestyle, fashion and mommy bloggers. She trusts regular women; seeks engaging, visual content; and is hungry for shared parenting tips. Our social influencer program leveraged some ordinary moms (who had a whole lot of followers and high-volume content) to spread the word—in their own words—about JCPenney Optical.
Results
With a goal of increasing awareness and driving website traffic, which correlates to in-store sales, JCPenney Optical saw a 24% increase in organic search traffic. A 249% increase in email traffic. A 139% increase in social engagement. 127 million social impressions. And increased sales during the key shopping seasons of Spring and Back-to-School.
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