When it all just clicks
For Macy’s customers, style isn’t something you buy, it comes from within. That feeling you get when your outfit just clicks is the moment you Own Your Style. I led development of the integrated campaign and content strategy that fueled Macy’s transformation from a store focused on transactions, to a brand committed to the happy path of finding your personal style. Within three days the work of our internal and agency teams earned 2.26B video views with 98M+ Unique Reach, and in three months lifted Brand Love by 1%, and Brand Commitment by 2%.
In still photography we broke industry norms by giving the talent a range of styling options to choose from, so the reactions captured were authentic.
Macy’s first integrated content strategy gave customers inspiration at every touchpoint. The approach transformed enterprise planning, and saved $1M in expense while delivering key messages to a wider audience through brand, value, and inspiration narratives.
Own Your Style took over social feeds, and Macy’s Style Crew program was expanded with colleagues and third-party influencers to amplify stories.
The #MacysOwnYourStyle TikTok Hashtag Challenge let customers show their personal style to 98M people in the first 3 days through digital out-of-home placements in NYC’s Times Square and other major markets.
