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What: Five U.S. Hispanic female marketing leaders talked to Portada about the nuances and obstacles on the way to the top of the ladder and the differences between men and women’s paths to success. Interviewees: JCPenney’s Ana Lucía Soto, Starcom’s Darcy Bowe, Canvas Worldwide’s Cynthia Dickson, GroupM’s Mebrulin Francisco, Grupo Salinas Telecom’s Fabiola Silva.
Why it matters: Although women are increasingly more visible in the industry, there’s still a long path to go towards women achieving their full potentials and pushing their untapped capabilities to the maximum, especially for Hispanic and African-American women, who feel their barriers are even higher.

What doesn’t kill you, makes you the mother of creativity

Ann Richards once said: ”If you give us the chance, we can perform. After all, Ginger Rogers did everything that Fred Astaire did. She just did it backwards and in high heels.” Ana Lucía Soto, Media Manager at JCPenney, mentions this quote by the second woman ever to serve as governor of Texas while talking about women’s struggle for equality in this and in any industry. Advocating for female inclusion, much has been said about female leaders and, paradoxically, about the traits that make them “different from men”, or “unique”. But it’s not that women are born with a sixth sense, or the gift of clear communication, or female superpowers of strength and flexibility; plain and simple, we were born in a society in which being a woman is just harder by default.

Nowadays, women are able to run on the same tracks as men when choosing their career paths, but they still have to do it on crutches. But rather than being overpowered by their limitations, it seems that hardship forges creativity, and women have been sailing on the hardest of ships since the beginning of civilization. Obstacle after obstacle, female leaders have been fine-tuning their problem-solving abilities and cultivating a sense of tenacity and perseverance. It may be a myth that women are born with more empathy and sensitivity than men, but it’s an undeniable truth that someone who’s had many problems must also have many solutions. 

A gap so wide it requires a leap of faith

GroupM’s Mebrulin Francisco

But however resourceful and determined they train themselves to be, more often than not women are faced with a series of circumstances more powerful than their will to succeed. For any woman looking to break with conventions, the numbers on equality dabble on the realm of disturbing not just for high-management levels, but onset from the very first step of the ladder as well. “We tend to focus on CEO positions and are alarmed about the fact that there are only 24 Women CEO’s within 2018 Fortunes top 500 companies, but we also need to look a couple of steps lower in the corporate ladder and address the fact that women’s progress is stalling at lower levels of a company’s pipeline,” says Mebrulin Francisco, Managing Partner, Director Marketing Analytics, Multicultural at GroupM.

The problem is that it’s not an isolated issue; on the contrary, the disparities are deeply rooted in American society’s attitudes and behaviors that still see women in executive positions as some kind of satire of their male counterparts. “The other reason that women are not getting to these top executive positions,” adds Francisco, “is that work culture in America still has not evolved to accommodate women in business. The U.S. is the only developed country that does not guarantee paid maternity leave so women have to make hard choices when thinking about family planning. Even among the organizations that offer favorable paid maternity leave policies (12 – 18 weeks), the U.S. working women still struggle with inflexible working hours, a gap in wage (women continue to get paid less than men), and a culture that holds them to unrealistic standards and shaming (i.e women tend to get asked more about who takes care of the children when they are working than men do)”.

Nothing about this topic is black and white

Perhaps one of the things fueling the idea that working women are just mothers with a side job, as if both roles were mutually exclusive, is a concept perpetuated by none other than women themselves. It’s still predominantly a matter of personal perception and subjective experiences. For example, Fabiola Silva, Marketing Director at Grupo Salinas Telecom, says: “I believe the reason is directly linked to women becoming mothers and taking care of their families, I do not believe it has to do with discrimination”. But even if it has appeared so far that we have a long way to go to even fathom the idea of asking a man whether he’ll put his career on hold to become a father, perhaps we could start believing in the signs that point out towards a society that is more based in equality, at least in a few countries in the world.

Could these biological traits help create a positive strategic difference between men and women or will they just widen the schism and continue to encase women within the labels we’re trying so hard to shake?
Canvas Worldwide’s Cynthia Dickson

One of the more subtle dangers of the idea that women are mothers while fathers are workers is thinking their traditional household roles will somehow translate untouched into the workplace, and that their motherly warmth and instincts will be paramount in building an intimate communicative relationship with customers. “It is important to have female marketers and media executives for similar reasons that moms have different approaches to problem-solving and managing the household than dads”, asserts Cynthia Dickinson, Associate Director of Multicultural Strategies at Canvas Worldwide. “There’s a different perspective to offer, one that is empathetic and nurturing to build relationships with consumers and colleagues/staff. I feel there’s also a different reasoning that offers alternative approaches to problem-solving which makes for positive collaborations and innovative thinking”. But assuming these biological traits could be applied in the workplace effectively as alternative approaches, could they help create a positive strategic difference between men and women or will they just widen the schism and continue to encase women within the labels they’re trying so hard to shake? Differences are good, so why aren’t more companies taking advantage of the difference a woman can bring into the board room?

How different is the difference?

Does equality mean having to think the same? Do men and women have radically different ways of performing and executing their decisions? It doesn’t matter whether men come from Mars and women from Venus; marketing happens on earth, and it happens regardless of the gender of the consumers. One of the most-frequently-mentioned attributes and conceptions of female marketers is that they have a deeper understanding of their own sex, and that this understanding will automatically cater to their specific needs more effectively than men. Some people go as far as thinking these “biological” differences are etched onto our genderized DNA. Cynthia Dickson assures that “women tend to have more empathy than men and can provide that insight in understanding the consumer pain points prior to making a purchase or deciding to use a service”.

Starcom’s Darcy Bowe

Women may understand women more intimately, but not everyone is the same. There should be due diligence used in creating marketing initiatives that dig deep into the target consumer, their motivations, passions and interests and reasons for needing the product or service,” declares Darcy Bowe, SVP, Media Director at Starcom. After all, marketing, like many other disciplines, is intrinsically bound to a practically scientific method which involves testing a premise until it rings true to the majority, paying attention to the signs and happenings, asking as many questions as possible to delve deep into a broad understanding of the consumer’s psyche much more than it involves the so-called “female intuition”. However, the artistic element of marketing is just as important as the scientific one, which leads me to the idea of empathy.

While it’s true that “Women have been leading household purchasing decisions for years, even before hitting the entering the workforce”, and that“[they] are often the ultimate decision-makers and consumers” as pointed out by Ana Lucía Soto, it’s also true that empathy is not exclusive to women. It would risky to rely on the fact that women understand other women, as each woman can be radically different, and the core ideal of today’s marketing is averaging human needs, not just appealing to one type of person.

At the end of the day, in optics and in culture, as few as two different perspectives can give you depth. “We have plenty of studies stating that more diverse leadership equates to more successful and profitable companies”, explains Mebrulin Francisco. “So not only is it the right thing to do morally, but having diverse marketers and media executives makes sense from a pure business standpoint”.

The top isn’t where everything stops, it’s where everything starts

JCPenney’s Ana Lucía Soto

So, you got to the top, now what? Some might say the hard part starts only when you get what you want. It’s not enough starting a career in leadership; being a leader implies learning how to lead, which adds a great amount of responsibility, regardless of gender. One thing all interviewees agree on is that women in power must help other women climb the ladder. “Representation matters!,” says JCPenney’s Ana Lucía Soto. “While representation has certainly increased and gained traction over the past few years, women need to see more women in executive roles including holding seats on executive boards.”

Therefore, visibility is really important, and especially more when talking about Hispanic and African-American women. “It’s great to see brands, such as Revlon, announcing the first female CEO in 85 years. A Dallas local that I love hearing speak is Ivonne Kinser from Avocados from México, she’s been an amazing leader of powerful digital campaigns and gained great recognition for being a trailblazer in the marketing world,” adds Ana Lucía. And these are not the only examples: “This year alone a couple of companies broke headlines by placing women in CEO positions, including Heineken, who named Maggie Timoney the first female CEO in the beer category. GM is the first car company to have a female CEO and CFO, and John Hancock, a financial company, also named its first female CEO in 2018,” comments Mebrulin Francisco. “These are just a few examples of women shattering glass ceilings and putting themselves in places that they have traditionally not garnered representation at top levels.”

The only thing that is clear after talking to all these brilliant interviewees is that, independently from the reasons why there aren’t that many women in c-level positions, diversity is important. Things are starting to change, women are being more recognized and this in turn is leading to more women believing they can climb the ladder. As Francisco mentions, “recognizing women in leadership positions is a critical step to chip away old paradigms of thinking. One of my favorite quotes is ‘if you can’t see her you can’t be her'”, and thus the best first step towards diversity is talking about what is already diverse and making sure everyone knows it’s possible to get there.

What: We talked to brilliant members of Portada’s Council System to find out where they think the industry of marketing is heading in the immediate future.
Why it matters: In view of the accelerated pace at which the industry is evolving, companies need to get ready for what is coming in marketing.

The Age of Mobility

It is undeniable that we are living in an era of unprecedented change. Consumers have fully moved to digital and social media, and new technologies boost this transition. More personalized and targeted ad formats help create deeper engagement between brands and consumers,  and data is the main ingredient that allows companies to understand new opportunities.

As a new study on the State of the Media Industry by Ooyala states, “[Audiences] are now used to finding video content wherever and whenever they are looking for it, so mobile isn’t a novelty anymore— it’s the expectation.” Now, companies need to make sure to keep up with the consumer, and not the other way around. The Ooyala study found that mobile video and social video consumption are rising steadily; brands and media companies need to devote more effort to targeting consumers on those media.  “It’s about getting better targeting for the right consumer at the right time in their lives, that’s a big part of it,” says Rafael Lopez-de-Azua, Head of Media and Digital – Latam, Coty. “There’s always question marks specifically about how good is the data and the accuracy of that data, but there are really good solutions for the U.S. Hispanic market.”

Data, an Unavoidable Beacon

Recently, companies have begun to accept that the incorporation of new technologies and data-specialized teams is inescapable. Data-driven technologies like AI, Blockchain, and connected home and voice technologies are changing forever the way consumers relate to media and products, to the point that new realities are merging with ours.

“I guess not only the marketing but the whole world is going towards data, data, data,” comments Pablo Chiozza, SVP USA, Canada & Caribbean at Latam Airlines. “Nowadays no one runs a marketing campaign, no one launches a product if it’s not supported by hard data, so I guess in the present and the future, all the actions we’re taking are based on data, data, data, so it’s all about how you prepare, not only to gather data but then to read data and to take the most information out of it.”

Challenges of the Media Industry in the Near Future

“One of the biggest challenges we face nowadays is the fact that the old media hasn’t been brought up to speed in terms of data, and what I’d like to see is more integration,” shares Ana Lucía Soto, National Media Manager at JCPenney. “Some of the linear channels like radio and TV that have been continuing this challenge over the years with having data that’s actionable in the same time and manner as digital, I would like to see that come together so that we can deliver media plans in the time that we’re planning them.”

There’s always going to be the need for that human touch that highlights culture; that’s something that machines cannot do and it’s 100% human.

But when asked if she thinks this process could lose touch with humanity, Ana L. Soto explains that automated processes will never take away the human factor. “There’s always gonna be the need to have somebody addressing the human issues and even though things are getting more automated and data is present all around us, I feel like there’s always going to be the need for that human touch that will highlight the culture,” she says. “That’s something that machines cannot do and that’s 100% human. I think there’s always going to be a need to evolve with the times and to catch up with technology, but there’ll always be room for the human factor.”

 

Portada has officially launched its Council System. The five different council units already met once virtually during the first quarter and in-person at Portada Miami in mid-April. The next in-person meetings will be at Portada New York (Sept. 24-25) and Portada Mexico (Oct. 30). Check out what the brand marketing member executives have to say about the experience so far!

 

“I think that Portada has been doing a great job, I’m really excited about all the things we’ve been working on during these meetings and understanding, not only inspiring but really taking action, so for me it’s very interesting.”

Perla Patricia Aragón, Digital Marketing Director MX, at L’Oréal (Council of the Americas Member)

 

 

“I am honored to be part of Portada’s Agency Star Committee. Driving growth through multicultural audiences is no longer a ‘nice to have’, but instead a key component of realizing full growth potential for our clients. Portada helps promote deeper marketplace understanding of that essential principle.”

Dana Bonkowski, SVP, Multicultural Lead, Starcom Worldwide (Agency Star Committee Member)

 

 

“Having a Brand Star Committee and getting marketing people to share their experiences is a great idea. The idea of having an opportunity to really link with people who have the same challenges as you, who maybe have had the same launching opportunities… and really just share.”

Margie Bravo, Multicultural Champion, Nestlé USA (Brand Star Committee Member)

 

 

“I’m in the Travel Marketing Board, a very good opportunity to share different visions among different industries, we are airlines, car rentals, hotels… and it’s amazing how, even though it’s the same industry, it’s different pillars, and it’s amazing how we all share the same challenges and it’s interesting to see how everything is related.”

Pablo Chiozza, Senior VP US, Canada, Asia & Caribbean, Latam Airlines Group
(Travel Marketing Board Member)

 

 

“Being a part of the Brand Star Committee has been really interesting so far. I think that part of the challenges that we all face as marketers are actually really similar to one another even across industries, across brands…  I’m grateful that Portada has created a forum to share and reapply, to not just talk about the successes, but talk about the challenges so that we can help one another.”

Marissa Fernandez, Director, Marketing Strategy and Fan Development, NFL
(Brand Star Committee Member)

 

 

“I think it’s a great thing that Portada has put together, it’s given me a chance to really interact with some folks that I’ve known in the industry but maybe we hadn’t gotten together around the specific unique targeted approach like multicultural Hispanic marketing through the lens of sports and sports marketing, so it’s been very engaging for me.”

Dan Keats, Director Consumer Marketing-Sponsorships, Allstate Insurance
(Sports Marketing Board Member)

 

 

“The Brand Star Committee has been great. We’ve had great discussions about real-life problems in marketing we’re having today, and solutions, and part of it is because we had a great group of marketers and marketing practitioners. Even though I get invited to this kind of things all the time, the executives we had at the table, this time it was top-notch, great quality people that could really get to a deeper level of discussion than I’ve had at other places.”

Rafael Lopez-de-Azua, Head of Media and Digital, Latam, Coty
(Brand Star Committee Member)

 

 

“I think it’s a great idea, I really liked that we were able to get together in a group yesterday and just talk peer-to-peer about the things we’re struggling with, or things we’re finding challenging, and see what other people have learned from their experiences.”

John Sandoval, Senior Brand and Latino Marketing Manager, Intuit

(Brand Star Committee Member)

 

“It has been a great experience so far, we’ve meet twice and it’s great to have the access to all these people in the marketing world that have the same type of issues that we do and discuss these matters, try to find solutions and interact that way, so it’s great networking with your peers. It’s a great opportunity to get access to different technologies, different ideas, and in a great setting.”

Ana Lucía Soto, National Media Manager, JCPenney (Brand Star Committee Member)

 

 

“I am proud to be associated with Portada’s exciting new Council System, and am eager to partner with other industry leaders to move multicultural advertising forward.”

David Queamante, SVP, Media Director, UM Worldwide (Agency Star Committee Member)

 

 

 

“The Council System is very unique for us at Mastercard. It allows us to better understand what the Hispanic market is doing and we can leverage that with a lot of our properties. That’s the biggest feature and the benefit. And bringing our knowledge as it relates to Mastercard to this business and the Hispanic community is very important to us.”

Mike Tasevski, VP, North America Sponsorships, MasterCard
(Sports Marketing Board Member)

 

 

For further information about Portada’s Council System, head to our Frequently Asked Questions section.

In addition to the more than 70 brand marketing executives who integrate Portada’s expanding Council System, Council System integrations are available to an elite group of marketing services vendors. To discuss opportunities and find out more about how Portada’s content and networking platform can help your brand’s marketing objectives, please contact Portada Sales Manager Isabel Ojeda.

.What: We talked about Retail Marketing to JC Penney’s Ana Lucía Soto, MillerCoors’ Turiya Luzadder, Wilson’s Ángel Carmona, and Oath’s Maya Abinakad & Denise Brien.
Why it matters: The term ‘Retail Marketing’ has been around for some time. However, the attention is still focused on consumers, not on retail shoppers. This seems like a missed growth opportunity.

Retail marketing tries to inspire shoppers to make last-minute sales when they are already prepared to buy something. Especially when compared to other media, the main characteristic of in-situ marketing is immediate impact. This concept isn’t new. Procter & Gamble was considered one of the pioneers in retail marketing in the U.S. around 2001. Several definitions of the concept have floated around since. A widely accepted version, provided by POPAI’s Retail Marketing Industry Council in 2011, defines retail marketing as “the application of shopper insights along the path to purchase, to affect purchase behavior in order to increase sales for both retailers and manufacturers.

For marketing consultant Mike Anthony, the problem with this definition is that the word “insight” is elusive. He sees retail marketing as a process of understanding rather than an application of insights. For Anthony, the key to this kind of marketing is “using that understanding to develop a marketing mix which influences shopper behavior” in a way that improves consumption of a certain brand.

There are many ways to do this. Nevertheless, there are common techniques to persuade shoppers depending on who designs the campaign. Manufacturers consider price, packaging, and arrangement of products, while retailers emphasize the location, the store layout, and lighting, for example. We talked to marketing experts about the key facts of retail marketing in the future. A future which is actually already here.

1. Customer Experience is Key, Both Online and Offline

MillerCoors’ Turiya Luzadder

It’s all about experience, not online or offline but both. In the words of Turiya Luzadder, Director, Shopper & Local Insights at MillerCoors, “Retailers and brands looking to win with consumers must provide a positive in-store/online experience that quickly instills confidence that the product will meet the needs (functional and emotional) of the consumption occasion.”

As she explains, everything is changing at a quick pace, but there’s a big opportunity to learn about online and offline solutions, as each one offers something different. “People will shop both online and offline as each exploits its own strengths. Online will lead with its promise of convenience. Offline will seek to provide an experience as it retains the advantage of a tactile environment with social interaction.”

 

Oath’s Maya Abinakad

Either online or offline, what really matters for retail marketing is making sure the experience is so great consumers come looking for your brand. According to a study conducted by Maya Abinakad, Global Marketing Director, and Denise Brien, Senior Director of Consumer Insights at Oath, 9% of consumers’ brand love comes from outstanding experiences. “Brands [who] transform ordinary into extraordinary deliver experiences that are consistent, engaging and memorable,” they explain.

Even though there is now a shift towards a completely digital landscape, brands need not lose sight of what really matters: ensuring shoppers have a good experience. “The key is to offer the best experience possible to our consumers,” asserts Ángel Carmona, Business Manager, Latin America at Wilson. “We need to engage our brand with our consumers by a shopping process which needs to be friendly, clear, and fulfilling. Our client’s satisfaction is crucial for references and future purchases.”

2. It’s the Era of Technology: Better Know How to Use It

JCPenney’s Ana Lucía Soto

Every day new technologies become more relevant. As Oath’s Abinakad and Brien state, “Marketing is one of the main strategies that evolve in every technology trend. The relationship between customers and technology is a trigger that changes everything around it. If a brand hopes to stay relevant, it must capitalize this relationship. “Today’s industry is much more data-driven, with increased access tools that can provide real-time information on shopper behavior,” comments Ana L. Soto, National Media Manager at JCPenney. “Data insights will allow companies to better understand a consumer’s behavior and path to purchase, which will allow them to target their retail marketing efforts more effectively.”

Oath’s Denise Brien

Programatic Marketing as a Strategy

“We could say that programmatic marketing will have a significative growth this year,” point out Abinakad and Brien. “This strategy allows marketers to channel their ads to the correct audience and tailor the message to each product or services’ target. In this sense, location-based marketing plays a key role in insights of where consumers are and how to offer them the best option according to their location in real time.” This and other trends, like the accelerated change from desktop to mobile, will have an important impact on the way marketers address shoppers; technology is a real opportunity to reach targets effectively.

Also by Portada: Growing Hispanic Retailers Impact Overall Grocery and Food Trends

3. You Need to Look Inside as Well as Outside Your Doors

Wilson’s Ángel Carmona

As Wilson’s Ángel Carmona explains, implementing a campaign is not enough. It is also necessary to integrate and evangelize your staff. “[Your staff] is the most important ambassador at the point of purchase and should be the best way to engage with the consumers.” In other words, everyone in your organization needs to be on the same channel. There’s no use in having a great product if only you know it. There’s a great chance shoppers will engage more if the whole team has a deep knowledge of why they should engage.

Making mistakes is easy, but it’s also easy to avoid them if you get your priorities right.

Therefore, Ana L. Soto recommends “to have alignment, consistency, and collaboration within your organization —from internal teams all the way to agency partners— in order to use the correct channels to target the consumer effectively and ultimately drive actionable results that engage them in a meaningful way to them.”

4. Here’s What You Should Do, and What You Shouldn’t Do

When Portada asked our interviewees about the most common mistakes related to retail marketing, they took us back to the basics: communication, human needs, and positive change. For Turiya Luzadder, “Making mistakes is easy, but it’s also easy to avoid them if you get your priorities right”. In her words, there are three key priorities to bear in mind in order to avoid mistakes:

1) To bring the organizational focus back to the human and retailer needs. “We spend so much time focused on our own goals that we risk losing sight of our dependence on consumer and retailer engagement”.
2) To constantly tear down the silos. “Strong communication amongst teams (brand, consumer, channel, shopper, chain, analytics…) is critical. It’s easy to go too far down a path before seeking feedback.
3) Being willing to take risks to create change. “There are times when you have to take a chance on an idea that is different and makes people uncomfortable. Finding the right retail partner and marketing advocates becomes critical.”

No matter how good your product is, if a consumer is not satisfied with the experience they won’t come back.

The easiest mistake to make in retail marketing

For Ana L. Soto, the easiest mistake to make in retail marketing is not having a true understanding of the customer. “Marketers need to have a clear understanding of their target audience coupled with data-driven insights into their behavior,” she comments. “This is crucial in determining and executing a successful strategy that will lead to high levels of engagement.” It is easy to get lost in technology and new trends and forget what truly matters. Ultimately, says Ángel Carmona, the main objective should be providing the best shopping experience possible. “No matter how good your product is, if a consumer is not satisfied with the experience they won’t come back. We live in a global market and we compete with more brands than ever, so we are only as good as our service.”

And sometimes that implies going a step further. In the midst of the fiercest competition, the brands that go the extra mile get the best results. According to Abinakad and Brien, 30% of brand love is determined by its ability to exceed consumer needs.  “Brands that give consumers what they want —often before consumers even ask— offer something that competitors can’t. The secret is overdelivering on quality, durability, design, and performance in your product, your marketing and everywhere you meet your consumer.”

 

#Portada14 participants had the privilege of attending to a presentation by major retail marketer JC Penney: “How JC Penney markets to the Latina Brand Muse”. Ana Lucia Soto, Media Manager, JC Penney and Lyris Calisto Leos, Brand Marketing Strategy Director at JC Penney explained how JC Penney is restructuring its marketing organization based on its recognition of the Latina consumer as a brand muse who is JC Penney’s main growth driver.

Cesar Sroka, Group Account Director, OMG
Cesar Sroka, Group Account Director, OMG

“The Latina Muse has become a priority perspective for JC Penney”, said Cesar Sroka, Group Account Director, Omnicom Media Group, the agency that buys and plans media for JC Penney. Sroka’s assertion was confirmed by  two major executives in JC Penney’s marketing team:  Ana Lucia Soto, Media Manager, JC Penney and Lyris Calisto Leos, Brand Marketing Strategy Director,  JC Penney.

Leos and Soto highlighted two key features of the Latina Muse. “She is image driven and confident.” Both characteristics play into JC Penney’s fit strategy and messaging towards Hispanic women.

Leos explained that as Brand Strategy Marketing Director she is embedded in JC Penney’s overall marketing organization, which promotes the retailer in the United States, Mexico (border cities to promote traffic into Texas and California retail locations) and  Puerto Rico.

Media Manager Ana Lucia Soto highlighted that as a member of the National Media Team she is in charge of the Total Market Strategy which she approaches with a “multicultural lense”. Soto added  that she oversees JC Penney’s overall TV buys and applies a Hispanic lense to these buys.

Successful Soccer World Cup efforts…

The audience showed interest in the genesis of JC Penney’s widely publicized “Soccer for Girls” campaign during the last World Cup which was specifically targeted towards Women.The JC Penney marketing executives shared the below Campaign Objectives and Results:

…The objectives…

  1. “Relaunch the JCPenney brand in the Hispanic market to drive awareness of the “When it Fits, You Feel it” brand promise”
  2. “Increase consideration and purchase intent (for current as well as new customers) in the Hispanic market”
  3. “Engage with our customers in a meaningful context, and increase fan base by 20%”

…and the results. 

JC Penney's Ana Lucia Soto and Lyris Leos
JC Penney’s Ana Lucia Soto and Lyris Leos

According to Soto and Leos JCPenney’s “Soccer is for girls” campaign outperformed all previous campaigns in terms of brand health metrics, garnering high social media engagement due to its unique message during a typically male-focused advertising timeframe. Based on shares data as well as a pre/post brand tracking data conducted by Hall & Partners, JCPenney’s rebranding campaign has shown significant impact based on the following four objectives.”

1. Purchase, Consideration and Persuasion increased

– During this period, JCP Hispanic customers over-indexed other customer trips and over-indexed in customer spend
– JCP’s Hispanic customers over index as part of their total new customer base.  During campaign weeks, JCPenney also saw a lift over pre-campaign weeks in Hispanic customers that stopped shopping them within the last 12-months.
– YTD Hispanic store sales are outperforming all other stores seeing a YOY sales lift during and after the campaign period.
-Consideration to shop at JCPenney increased
– Persuasion: respondents were very/somewhat interested in shopping at JCP, significantly above the Hispanic norm.

2. The campaign drove awareness

-The overall 2014 FIFA averaged 3.6 million viewers.
-Just over half of low acculturated and bicultural Hispanic consumers saw JC Penney’s “Soccer is for Girls” World Cup campaign.
– Despite the competitive messaging environment, the campaign proved to have strong stand-out power with higher than norm salience ratings and higher than norm respondents having found the ad appealing and engaging.
– 17.1MM total social media impressions

3. The “Fit” strategy was clearly understood and embraced

– Perceptual shifts of proportion, personal style, and color offerings were significant vs. prior to launch

4. Increased number of Facebook fans and engagement using #JCPFanaticas

– 45,000 total engagements
– 188,000 YouTube video views (doubled goal) with average view duration of 91% of total ad
– Surpassed fan acquisition goal by 26%, with 46% (83,000) increase in fans (current total fans is 287K)

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