American clothes retailer JCPenney is targeting both teens and parents with a new multichannel campaign that taps into social media trends.

The campaign, timed to coincide with back-to-school shopping, combines television spots in both English and Spanish, as well as an interactive digital experience called “Express Yourselfie”, hosted on the companys back-to-school online hub.

On the site, they can create a personalised emoji, a graphic smiley face, customising it with accessories and hairstyes, and posting it side by side with their own selfies. The website then presents users with shopping suggestions, based on how they have personalised the emoji. The emoji and photo can be shared with friends as well as on the websites gallery.

The teen-targeted elements of the campaign are complemented by aspects aimed at mothers, including a mini-makeover deal called Just For Mom worth $25 (£15) and a Thats My Kid hashtag campaign on social media encouraging parents to share pictures of their children that has gathered almost 4,000 mentions in the past month.

“From students heading back to school to women refreshing their wardrobes and homes for fall, everyone is looking for an opportunity to express their individuality, creativity and distinctive style this season,” said Deb Berman, senior vice president of marketing for JCPenney. “At JCPenney, were committed to helping each customer find the look that fits them best – so they can take on the playground, the hallway, even the boardroom in style.”