We partnered with Disney, VH1 and Univision to encourage moms and their kids to visit stores participating in Make it Yours. Special events in 25 JCPenney stores across the US featured young Disney stars, dance parties and a customization bar for crafts.

Disney’s national radio and television properties invited kids to participate in Make it Yours and meet their favorite Disney celebrities. Bella Thorne (Disney talent) was featured in custom vignettes during VH1’s Do Something awards. Disney talent was featured on ABC’s The View where the hosts customized their own shoes to drive awareness of the program to families.

JCPenney also made sure to include Hispanic moms via custom spots on Univision, and morning show integration with celebrity talent and child models demonstrating popular first day looks. All events were cross promoted via Disney and JCPenney social channels to create buzz, and activated nationally via a gift with purchase.

Make It Yours was a hit, increasing store foot traffic and improving sales. In JCPenney’s 25 key event locations, the sales declines during the back-to-school period stopped. There was a 62% sales increase in backpacks year-over-year.

People who bought backpacks purchased more in-store than those who didn’t purchase backpacks; they wanted to fill their personal packs with fun items for school. 2011-2013 results showed that the 25 event stores’ sales units improved at a higher rate than total stores.

An added bonus: these events boosted JCPenney employee and consumer engagement, reaffirming the importance of personal connections.