JCPenney: Smart Influencer Campaign
...a retail company is looking to increase brand awareness through the use of social media influencers and drive engagement with authentic video content?
What If? Becomes Reality
Versant, in collaboration with Inside Media Partners, produced original, behind-the-scenes video content for the JCPenney, BELLE + SKY brand. The project brought together the fashion line’s New York design team with a hand-selected group of fashion bloggers (Sophistifunk, The Werk! Place, Saltwater & Stilettos, and Margie Plus). The result: An organic link between the brand and the brand influencers, driving increased engagement.
What If? Becomes Wow!
Versant’s unique approach to create and distribute relevant and engaging content for the BELLE + SKY brand produced strong results. The high quality, professional video generated more than 820,000 views on JCPenney’s Facebook page and produced a video view rate that was 60% greater than the company’s benchmark. Blogger reach, time spent on blog and Instagram engagement also outperformed expectations. And, the campaign generated positive social media buzz:
"Your 'online influence' is causing damage to my budget. Love the look! And JCPenney! Who knew?" - Social Media Comment
"I would have never guessed that the moto jacket was from JCPenney!! It is super adorable!! And I love how you paired it with a fabulous floral frock!" -Social Media Comment
“I was looking for test opportunities to create brand building content that resonated with millennials, doing so in a scrappy and quick-turn way. They did not disappoint. They were incredibly easy to work with, providing a cost-effective, turnkey solution to help tell the story of the Belle+Sky brand. The campaign outperformed all expectations and the design team loved working with the team on the project. Based on the ease of partnership, cost and – most importantly – performance (video views and engagements), I have 100% conﬁdence in the ability of Versant and Inside Media Partners to continue to produce these results at scale.” - Sean Ryan, Former Director of Social Media, JCPenney