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JCPenney

#GiftToast

Give a gift that toasts the moment

Challenge

How to generate social buzz in the crowded retail field.

Solution

Get people excited about JCPenney again, with a new social behavior that celebrates cultural and life moments. To further amplify social impact, we leveraged beta products- Facebook Carousel and Twitter Moments.

Introducing #GiftToast – A celebration of the people in your life with a playful social shoutout. First you must pick a person who had a moment worth toasting, then you find an image of a gift that “toasts” that moment, lastly you share the “toast” on social media using “#GiftToast”. To kick things off, JCPenney celebrated the top cultural moments of the year, then invited people do the same with friends and family. A how-to video was released to educate and activate audiences on how to #GiftToast , and JCPenney rewarded select participants with actual gifts. To generate buzz and excitement for #GiftToast we leveraged new and beta social products – Twitter Moments, Facebook Immersive Canvas and more. Cultural conversation around #GiftToast soared as celebrities and influencers (Common, Kelly Rowland, Ashley Benson, Zendaya, Mary J. Blige, Gina Rodriguez, and more) #GiftToasted friends, family, and fans.

Social Ads

Results

  • 99%

    Positive net sentiment

  • 40K+

    Social mentions

  • 238MM

    Impressions