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 Macy’s transformation to become a personal style source helping customers experience that “click.” I led development of the 360 campaign, a reimagined digital experience, and our first-ever integrated content strategy to bring the brands, value, and inspiration you need to Own Your Style.
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.
