Key Takeaways:
- JCPenney has appointed VaynerMedia as its social and influencer marketing agency of record to strengthen its brand transformation.
- The agency will focus on influencer collaborations and platform-specific content to connect with modern shoppers.
- JCPenney’s embrace of social-first marketing reflects a broader trend of legacy brands adapting to digital-driven consumer behavior.
JCPenney, member of recently-formed Catalyst Brands, takes a bold step in its brand transformation by naming VaynerMedia as its social and influencer marketing agency of record.
The partnership aims to put social media at the heart of the retailer's marketing with help from VaynerMedia's expertise in modern content creation and social strategy.
The move is spearheaded by Catalyst Brands EVP, Chief Customer, and Marketing Officer Marisa Thalberg, who sees social media as a key factor in changing how consumers perceive JCPenney.
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In a press release, she highlighted VaynerMedia's successful history of modernizing brands.
"We're confident that putting social at the center of our marketing is an essential part of awakening people to all that is, perhaps surprisingly to some, in store at JCPenney."
As part of the collaboration, VaynerMedia will focus on influencer partnerships, ensuring the brand's latest styles and deals reach the right audiences.
This approach aligns with JCPenney's ongoing shift, aiming to bring back excitement and discovery among shoppers.
JCPenney's move to prioritize social and influencer marketing reflects how more and more legacy brands are adopting digital marketing strategies.
Tapping into VaynerMedia's expertise lets the retailer shift its focus from traditional advertising to real-time engagement, meeting consumers where they already spend their time.
Rolling Out a Fresh Social Strategy
JCPenney wasted no time activating the partnership, launching a social post around the recent auction of Marilyn Monroe's JCPenney denim jeans.
This marked the beginning of a revamped social presence, with the first major integrated campaign set to debut in April.
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VaynerMedia's team, led by CEO Gary Vaynerchuk, believes that brands that don't prioritize social media are missing out on major opportunities.
He also emphasized VaynerMedia's focus on consumer attention and platform-specific engagement, expressing confidence that the partnership with JCPenney will drive strong business growth.
JCPenney's media agency of record, Dentsu, and its creative agency, Mischief, will collaborate with VaynerMedia to ensure a cohesive approach across all marketing efforts.
Earlier in January, VaynerMedia and Jimmy John's launched a pop-punk track to honor the return of the brand's Kickin' Ranch sauce.
