A brand idea that just clicks
Style isn’t something you buy. It comes from within, and no matter where you are on the trend curve there’s nothing like the feeling when your outfit just clicks. This insight fueled our work to transform Macy’s from a highly transactional brand to a source for personal style that could help customers experience that “click.” I led development of the cross-functional 360 campaign, a reimagined digital experience, and our first-ever integrated content strategy with the brands, value, and inspiration you need to Own Your Style.
I initiated the idea of an integrated content strategy to include advertising, social content, email and store visual touchpoints, and successfully moved the enterprise from tactical to strategy-led storytelling. Three primary pillars shown here highlighted top brands, style at a great price, and ways to personalize trends to find what clicks for you.
A reinvented Macy’s Style Crew and third-party influencer program amplified the content strategy, and the TikTok Hashtag Challenge #MacysOwnYourStyle gave customers the spotlight in digital out-of-home in Times Square and other major U.S. cities.
The impact
Overall, the new strategies created a better experience for customers, with a 1% increase in Brand Love, and 2% increase in Brand Commitment. The hashtag challenge earned 2.26B video views with 98M+ Unique Reach in the first 3 days. The storytelling approach to content creation enabled the growth of personalization, and saved $1M in annual expense while delivering greater audience reach of key messages.
