NFL Moms
By flipping the attention of the Superbowl stars on their mothers, we transforming the moment with unfiltered, relatable conversations about the journey of motherhood into a high-impact social moment, generating 651 total shares and overwhelmingly positive sentiment.
Users expressed appreciation for JCP’s decision to celebrate these women, sparking reflection on maternal sacrifice, and praise for giving the real MVPs their due, as this campaign resonated with both mothers, and value conscious shoppers alike.
what happened next?
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52 total organic posts
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540k total impressions
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5.5k Engagements
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60% Reach Among New Audiences
Role | lead creator
ACD art | Lindsay Easom Taylor
GCDs | Seth Jacobs
The Other Venice Wedding
In 2025, the lavish Bezos–Sanchez wedding dominated social conversation, sparking a broader cultural debate around extravagance and exclusivity and generating 1.7M Google searches in just one month. Meanwhile, the average American couple spent $33K on their wedding—an experience far removed from the headlines.
We saw an opportunity for JCPenney to tap into that cultural tension. As a heritage brand reinventing itself around affordable style, we needed to challenge perceptions and prove JCPenney could be part of the conversation—not through traditional advertising, but through an unforgettable, shareable moment.
Our goal: Create a viral movement that positioned JCPenney as the champion of real people, accessible celebrations, and style for everyone.
what happened next?
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Surpassed 4x engagement benchmarks
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Oer 400,000 social-driven clicks to JCPenney.com
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40+ Million impressions
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133+ earned media placements with 124 million impressions
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Google searches for “JCPenney” surged by 500,000 month-over-month
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+4 value perception brand lift during the time period
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2025 Shorty Awards finalist
Role | senior creator
ACD | Matt Tolbert
GCDs | Seth Jacobs
The Other Paris Fashion Show
Fashion week is the ultimate aspiration, and yet it’s unattainable and unrelatable to the average person. At JCPenney, we see things differently. To launch our spring collection, we’ll have our very own fashion week…in Paris, Texas. Our ethos - real style should be for everyone.
what happened next?
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32 total organic posts
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729k total impressions
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7k total engagements
Role | lead creator
ACD art | Lindsay Easom Taylor
GCDs | Seth Jacobs
Unbottled: JCPenney Beauty
The influencer fragrance series aimed to reposition the JCPenney beauty aisle and attract new audiences by featuring national fragrance brands. The campaign successfully reached new audiences (especially with collab post) and boosted engagements (+13% vs. BM). The higher engagement highlights the value of resonant, familiar talent, as evidenced by positive comments on the collaboration.
what happened next?
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30 total organic posts
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357k total impressions
Role | lead creator
ACD art | Lindsay Easom Taylor
Senior copy | Wallis Perry
GCDs | Seth Jacobs
Organic Social - Always On
