JCPenney Achieved a $9.89 ROAS from their 2019 Holiday Campaign

Objective

JCPenney wanted to feature versioned products and pricing from their weekly ads in a national dynamic display campaign in order to drive both in-store and online revenue. This had previously been an issue because they do not have a versioned digital feed of the products featured in the weekly ad.

Approach

Fusion92 on-boarded JCPenney’s weekly ad content to our content platform by processing all of their versioned PDF files.This content powered the Fusion92 dynamic ad units that were trafficked by our media team who were also responsible for all media tactics and optimizations throughout the campaign. Ad unit creative was swapped out every 3-4 days to align with JCP’s changing promotions and prevent creative fatigue. The campaign launched in early November and ran through the end of the holiday season for maximum impact.

Takeaways

• Campaign garnered an overall ROAS of $9.89
• The final event of the campaign achieved a ROAS of $25.34
• Campaign indexed 40% over the CTR benchmark