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JCPenney partners with VaynerMedia to revamp its social and influencer marketing approach.
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VaynerMedia’s expertise in social-first content will help JCPenney reach younger audiences.
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The collaboration aims to drive sales growth and enhance brand awareness with influencer-led campaigns.
In a bold step to rejuvenate its marketing strategy, JCPenney has appointed VaynerMedia as its social and influencer marketing agency of record. This partnership marks a significant shift for the fashion giant, which is now positioning social media and influencer collaborations at the core of its marketing efforts.
The focus of the JCPenney and VaynerMedia partnership is to inject new life into the department store’s social media presence. By prioritizing influencer-led content, JCPenney aims to appeal to younger shoppers who engage primarily through social platforms. VaynerMedia’s proven success in modernizing brands, particularly through its influencer seeding and platform-specific content creation, will play a pivotal role in reshaping JCPenney’s marketing strategy.
Marisa Thalberg, JCPenney’s Chief Customer and Marketing Officer, shared her excitement about the new direction:
VaynerMedia's Approach to Influencer Marketing
Gary Vaynerchuk, CEO of VaynerMedia, highlighted the company’s deep understanding of social platforms and its focus on driving business growth through influencer marketing.
VaynerMedia will leverage its social influencer seeding service to strategically amplify JCPenney’s fashion lines, particularly in a time when platforms like TikTok are reshaping consumer behavior and influencing retail trends.
Impact on JCPenney’s Brand Transformation
This collaboration aligns with JCPenney’s broader brand transformation, which includes the hiring of Mischief @ No Fixed Address for bold, “big swing” creative campaigns. VaynerMedia’s partnership marks a key part of JCPenney’s goal to modernize its approach and engage customers on their preferred platforms. As part of this shift, JCPenney is focusing on platform-specific content, from influencer-led videos to curated brand moments designed for TikTok and Instagram.
Thalberg added,
The First Campaign: Marilyn Monroe’s Auction Jeans
In a symbolic first step, JCPenney launched its new partnership with VaynerMedia by promoting the auction of Marilyn Monroe’s iconic denim jeans. The auction, showcased through a captivating social media post, brought attention to JCPenney’s timeless fashion offerings while tying into cultural moments.
This first campaign signals a fresh approach for JCPenney, with influencer and social media-driven content taking center stage.
Quotes from Key Figures
said Thalberg.
Gary Vaynerchuk echoed this sentiment, saying,
The partnership between JCPenney and VaynerMedia represents a crucial step in the retailer’s evolution, as it leans into the power of social media and influencer marketing.
By shifting its focus to social-first strategies, JCPenney is positioning itself to connect with the next generation of shoppers in ways that resonate deeply with their behaviors and preferences. This collaboration promises to breathe new life into the JCPenney brand, helping it reclaim relevance in an ever-evolving retail landscape.
About JCPenney
Founded in 1902, JCPenney is a prominent American department store chain offering a wide range of products, including apparel, home furnishings, jewelry, and beauty merchandise. With over 650 stores across the United States and Puerto Rico, the company has a rich history of serving customers for more than a century.
About VaynerMedia
Established in 2009 by Gary Vaynerchuk, VaynerMedia is a global creative and media agency specializing in social media branding and engagement strategies. With offices in major cities worldwide, including New York, Los Angeles, London, and Sydney, the company has been recognized for its impactful work, earning accolades such as Cannes Lions, Clio Awards, and Webby Awards.
