The idea tapped into the anxiety kids everywhere were feeling about the fast-approaching First Day back. The online videos served as pep talks for kids and asked them to take the problem by the horns and solve it at JCPenney, where the vast selection of multiple brands at friendly prices would allow them to nail the First Day Look that they desired. The social conversations boosted their confidence, gave them fashion suggestions and made them feel good about facing the first day back.

Saying that the campaign struck a chord with our audience would be an understatement. We had 1100 direct conversations on Twitter, 750,000 Facebook engagements, and over 20 million overall impressions. We even beat the hands-down category leader, Target, in conversations about Back To School shopping. Most importantly, sales were up by 10% from the previous year. And of course, the return on investment surpassed all expectation