Creativity Online: JCPenney champions kids to create a look that is their own. Celebrating self expression, individuality, and value.

To launch JCPenney’s plus-size Boutique, we put five women with real followings at the center of #HereIAm: designer Ashley Nell Tipton, singer-songwriter Mary Lambert, author Jes Baker, yogi Valeri Sagun, and style blogger Gabi Fresh. The campaign drew over 8.9 million views and 159,000 shares, earned more than 400 million press impressions, and lifted awareness 16.5%, purchase intent 15.4%, and brand favorability 12.6%, each well above its benchmark.