Great example: viral marketing, online video and marketing to women.

picture-42Online video has revolutionized the way businesses use the internet to advertise, educate and inform their prospects, customers and investors. And delivered properly with the correct message adds up to effective Web 2.0 marketing.

I received this  J. C. Penny online video via email and Twitter several times before the holidays and sent it out several times as well. This video is a great example of “successful” viral and video online marketing as well as marketing to women. And much like the Motrin video was trying to accomplish, this video was being passed around because everyone thought it was funny and entertaining. The difference? J. C. Penny remembered the target audience.

The Satchi and Satchi ad agency has delicately balanced humor and stereotypical behavior in this video selling jewelry for J. C. Penny. It shows that you can appeal to men without offending women. And not only do women not find it offensive, they think it is enjoyable. Well done.


Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email

4 Responses to “Great example: viral marketing, online video and marketing to women.”

  1. Great video. Thanks for sharing. Yes, THE most important thing in marketing is knowing your target market. I look forward to checking out more of your content. :o) Yvette

  2. I question whether or not this ad was successful in bringing in more revenue. While it was a hit among women and passed around as a funny, viral video clip, did the buyer ever see this ad? Were any men influenced by this ad, or by their wives, to buy jewelry from JC Penny? With a report of “soft” jewelry sales and overall decline of 8% in the 5 weeks leading up to Jan 3rd ( I would assume not.

  3. Yet another ad campaign based on bashing men. I’m thinking if this was a beer commercial with men sending a woman to the kitchen “where she belongs” or sending a woman “to the doghouse” there would be public outcry. WTF is with the double standards people?

  4. It’s so nice to see a company consider the woman audience! great post.

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