Ten malls around the country will feature the digital boards, which are 10′ x 9′ x 2′ in size. They will feature clothing, beauty and hair inspiration.
JCPenney and Pinterest are also hosting live demos leading up to Mother’s Day to make sure that “moms never have a #PinterestFail ever again.” For example, blogger Dallas Single Mom will special beauty and fashion pins to life with live “how to” demonstrations to help women maximize Mother’s Day. Consumers that attend the demonstrations and show they are following JCPenney on Pinterest will get a bag with giveaways from women’s apparel, Sephora Inside JCPenney.
JCPenney isn’t new to Pinterest, but this is a first for a mall activation, and a deliberate plan to target those shopping for Mother’s Day, Sheeba Philip, VP of marketing strategy and communication at the 1,020-unit chain told Advertising Age. The new approach is an extension of the retailer’s recent “Get Your Penney’s Worth” campaign.
“This idea of every interaction with JC Penney is worth someone’s time, money and effort — the best way to create that value proposition is by giving her meaningful solutions with shopping experiences,” Philip added. “Pinterest is really a destination for our consumer, this modern American mom looking for head-to-toe looks.”