Retailer Campaigns

Toronto -- Staples Canada has rolled out back-to-school shopping centers in both its stores and online, using both offline and online venues to promote BTS trends, technology and supplies to Canadian school children and their parents.

San Diego – Jack in the Box is launching a new summer promotional campaign utilizing the mobile video platform Vine. Developed by digital agency Struck, the campaign consists of 101 videos showing Jack in the Box customers how to "Go Big," a promotional theme the retailer is using in its menu.

Charlotte, N.C. – Belk is teaming up with social, mobile and digital engagement platform ePrize, as well as Pinterest and Instagram marketing analytics suite provider Curalate to launch a Pinterest campaign aimed at brides called “Pin to Win.” At a high level, during the promotion consumers will visit a sweepstakes microsite where they can "pin" a pre-populated pin board image based on their bridal type or select an image of their own for a chance to win a $5,000 Belk gift card.

Plano, Texas – J.C. Penney has named Debra Berman as senior VP marketing. Berman previously served as VP marketing strategy and engagement at Kraft Foods Group since 2009.

Facebook is taking another step toward monetizing its vast audience of plugged-in consumers with the planned introduction of paid video ads. As reported in numerous media outlets, Facebook intends to launch 15-second video ads that will play in a user’s newsfeed three times per day for as much $2.5 million per spot.

New York – Verizon Wireless has partnered with All-Rite Construction Company to launch the flagship store of its new Viva Movil premium retail banner aimed at Latino customers. Located in Brooklyn,N.Y., the 3,000-sq.-ft. store features sleek, ultra-modern interiors, lounge-like atmosphere and immersive media displays. The intent is to provide in-store customers with an integrated omni-channel experience.

Efforts to revitalize the J.C. Penney brand are now under the leadership of Debra Berman, a former Kraft and advertising executive who was named SVP of marketing at the struggling retailer.

Berman most recently served as vp of marketing strategy and engagement at Kraft where she was responsible for marketing strategy and engagement, directing global brand strategy and customer engagement for all Kraft-owned brands and leading Kraft's marketing communications Center of Excellence.

Toronto, Ontario – More than four-in-10 (44%) Canadian back-to-school shoppers want more online options. A new survey from Staples Canada, the Staples Back-to-School Annual Study, also indicates that 70% of Canadian back-to-school shoppers consider a back-to-school budget important.

The survey also uncovered a number of regional differences in back-to-school preferences, such as: