As any school kid today knows, going back to school in the Fall is all about the impression you make on Day One. And if you don't prepare properly, the rest of your school year is doomed.
The campaign had a strong social component that helped kids plan/share their first day looks.
JCPenney's hashtag even beat out the ever-popular Target for the most posts received for Back To School. #FirstDayLook
Campaign idea: Your First Day Look is THE most important look.
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