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Hard to believe it’s been one year since JC Penney launched their highly successful (and controversial) Beware of the Doghouse holiday ad campaign (watch the ad here).
Apparently, it sold more jewelry than even JC Penney could have predicted, so this year they’re back with “Return to the Doghouse.”
This episode brings back some favorite characters, including Donny – remember good ol’ Donny? Well he doesn’t disappoint. But can he redeem himself? Watch and see.
JC Penney has also expanded the campaign this year, with a website where ladies can submit their own “case” for review. A clever bit of technology, that.
And while I wouldn’t think of entering my own husband for such embarrassing come-uppance, I think I may be in the minority. Last time I looked, there were 9,728 cases on the docket.
Michele Miller is a writer, speaker, and consultant on ways to capture the heart of the female customer. The co-author of The Soccer Mom Myth, she consults with businesses of all sizes across North America
I love this idea! And I see they’re featuring the new Everlon Diamond Collection
You cannot improve what you do not measure.
Looking at the campaign from a measurement point-of-view, the use of a vanity website allows JCP to track the effectiveness of the campaign beyond money spent by consumers. Any businesses can test and measure a slew of information if done this technique is executed properly.
What I find more interesting is the the lack of use of Facebook, Twitter and other social media outlet links on the site. However, that may have been a calculated decision… allow the campaign to grow organically instead of suggesting retweeting the site to visitors of the site.
What are your thoughts about providing or not providing social media links to website visitors, Michele?
Actually, Boomer, once you watch the video and click on “make your case,” the social media links pop up. So, they HAVE thought of it!
Oh! Thank you. I didn’t go down the right rabbit hole… or far enough. They may have missed an opportunity in the “early curiosity” or “ha… i gotta share this” stage.
With tail between my legs, I bid you adieu.
No, you’re right! They should definitely make the social media available right from the beginning. Good call!
I LOVE IT…….Keep it coming, the public loves stories.