When everything just clicks
Style isn’t something you buy, it comes from within. It’s the feeling you get when your outfit just clicks, and that’s the moment you own your style. This powerful insight shaped the strategy behind Macy’s shift from telling people what to wear, to helping people find that feeling. Own Your Style transformed every touchpoint of the brand experience with style inspiration, empowering customers to wear it their way. Flipping the story from “buy this now” to “3 ways to make it yours” improved perception of Macy’s as a “brand for someone like me” by 38% within 12 months.
At launch, the message was everywhere—in TV, OLV, audio, social media, display, out of home, direct mail, email, site banners, a dedicated sitelet, live shopping episodes, store windows and strike points, signage and digital screens, events and activations.
We gave our talent styling options to choose from, to authentically own their style.
Macy’s Style Crew program was relaunched with a full social takeover by influencers and style-savvy colleagues sharing their take on the trends.
#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
Executive creative direction. Introduced editorial framework and integrated content strategy. Co-led multi-year enterprise transformation.