Struggling national retailer, JCPenney, has started a social focused campaign to reinvent the perception of “plus-sized” women, with a viral three minute video featuring three media influencers.
The overall campaign and viral video uses the hashtag #HereIAm to start the conversation of being comfortable in your own skin and owning it. This unique campaign and brand positioning is doing exactly what it should. It’s making people talk and introducing potential new customers to JCPenney’s all-new brand – Boutique+.
Learn more about JCPenney’s new campaign on ADWeek.