TJMaxx is one of the only brands that offers something no other store can: the ability to brand yourself. Due to TJMaxx's wide variety of styles and brands offered, shoppers are not limited to only one brand determining their style, but can buy items based on their own style preferences and the way they want to brand themselves to the world.
TJMaxx isn't a place for people who keep themselves limited, it's a place where constant reinvention is encouraged.
To take the campaign digital, TJMaxx will reach out to popular influencers, among the 25-35 year old market, who already shop at TJMaxx. These influencers will share personal stories on their platforms about how TJMaxx has assisted them throughout the years in creating a personal brand and image.
Radio ads will bring a deeper meaning to the campaign as these same influencers are able to share, in short blips, how they have been able to overcome labels others have tried to place on them and create their own authentic image.
Finally, TJMaxx will make this campaign interactive as they bring it to the stores. For limited time, customers will be encouraged to come into TJMaxx and pick out a clothing item they feel fits with their personal style/brand. They then are able to have a personal brand label embroidered onto their piece of clothing.
#TJMyBrand
The hashtag #tjmybrand will be used throughout social media to spread the word that TJMaxx promotes the building of your own personal brand through forming a unique individual style.