After announcing its sponsorship of this year's Academy Awards ceremony, J.C. Penney took to their social media channels during the broadcast to promote their JCPLookbook.com platform -- a Tumblr page that invited users to share their best street style looks using the hashtags #JCPLookbook and #JCPStyle.
In addition to giving their consumers a chance to shine via social media, the web campaign also celebrated self-expressions and proved that the red carpet looks of movie stars could be rivaled by outfits put together by everyday women.
This empowering social media campaign appealed to younger generations with an appreciation for style-sharing platforms like Tumblr and Instagram and borrowed its theme from popular fashion website Lookbook.nu. JCPLookbook's result was successful and connected the family-focused retailer with a more youthful and style-focused demographic.
Style-Sharing Fashion Platforms
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Summery Pop-Up Shops
Social Shopping List Tools
Artful Department Store Branding
Foodie-Focused Social Networks