J.C. Penney back-to-school campaign includes digital ‘Express Yourselfie’ feature

Dallas -- J.C. Penney Company announced the launch of a new back-to-school marketing campaign that celebrates self-expression, showing how the perfect fit inspires kids to stand out and feel one-of-a-kind. The campaign kicks off today with two television spots, "Stand Out" and "My Fit," as well as a Hispanic marketing spot.



The campaign includes an interactive digital experience, "Express Yourselfie." Customers are invited to visit Penney’s back-to-school online hub, jcpenney.com/bts, where they can create a personalized emoji, a graphic smiley face, that resembles them. Users can customize their emoji with accessories and hairstyles and post their emoji side-by-side with their "selfie," a self-taken photo, to share with friends as well as on Penney`s "Express Yourselfie" online gallery.



Each user can also view shopping suggestions from Penney based on their personal style.