Spreading the joy
Style isn’t something you buy, it comes from within. It’s the feeling you get when your outfit just clicks. That’s the moment you Own Your Style. This powerful insight shaped the strategy behind Macy’s shift from helping people with a transaction, to helping people find this moment of joy. Every touchpoint of the brand experience was transformed with styling options from classic to contemporary, empowering customers to wear it their way. Within a year of flipping the story from “buy this now” to “3 ways to make it yours,” perception of Macy’s as a “brand for someone like me” improved 32%.
At launch, the message was everywhere—in TV, OLV, audio, social media, display, out of home, direct mail, email, site banners, a dedicated sitelet, store windows and strike points, signage and digital screens, events, activations, and live shopping episodes.
The moment when everything just clicks had to be authentic, so we surprised our talent with styling options to choose from so they could own their style.
Macy’s Style Crew relaunched with a full social takeover by influencers and style-savvy colleagues sharing their take on the trends. And the #MacysOwnYourStyle TikTok Hashtag Challenge empowered customers to share their style in digital out-of-home across the U.S., delivering 2.26B video views with 98M+ Unique Reach in the first three days.
Contribution
Led creative development and execution. Co-led brand positioning and strategy, enterprise transformation, and agency relationship.