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
J.C. Penney's JCPLookbook Campaign Celebrates Self Expression
Trend Themes
1. Social Media Fashion Campaigns - There are opportunities for disruptive innovation in creating engaging and empowering social media campaigns that appeal to younger generations and celebrate self-expression through style-sharing platforms.
2. Youthful Style-focused Demographic - Disruptive innovation can be explored in catering to a more youthful and style-focused demographic, connecting with them through platforms like Tumblr and Instagram.
3. Celebrating Everyday Women's Fashion - Opportunities for disruptive innovation lie in promoting and celebrating everyday women's fashion, demonstrating that their outfits can rival those of movie stars and showcasing their self-expression.
Industry Implications
1. Fashion Retail - Disruptive innovation can be pursued in the fashion retail industry by leveraging social media platforms and creating campaigns that connect with the younger, style-focused demographic.
2. Social Media Marketing - Opportunities for disruptive innovation exist in the field of social media marketing, particularly in creating engaging and empowering campaigns that celebrate self-expression and style-sharing.
3. Style-sharing Platforms - Disruptive innovation can be realized by further developing and improving style-sharing platforms like Tumblr and Instagram to cater to the needs and preferences of the youthful and style-focused demographic.