When it all just clicks
Research showed us that for Macy’s customers, style isn’t something you buy—It comes from within. Like that feeling you get when your outfit just clicks. This insight fueled Macy’s transformation from a store focused on the transaction, to a brand deeply committed to the full experience of finding your personal style. I led development of the brand idea and 360 campaign designed not to tell you what to wear, but to inspire you, so you can truly Own Your Style.
Stories about being true to your personal style had to be authentic. In still photography, we gave the talent a range of styling options to choose from, then captured the reaction when it all just clicked.
Collaborating with innovation leaders from across the organization, we developed an integrated content strategy so customers could find brands, value and inspiration at every touchpoint. Key messages were delivered through recurring and reactive narratives like Names to Know for Brands, Style Under $100 for Value, and Ways to Wear It for trend Inspiration.
How to Own Your Style stories took over social feeds, and Macy’s Style Crew was expanded to include Macy’s colleagues and third-party influencers to amplify key narratives.
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 Times Square and other major markets.
The impact
The new approach drove a 1% increase in Brand Love, and 2% increase in Brand Commitment. The hashtag challenge at launch earned 2.26B video views with 98M+ Unique Reach in the first 3 days. The new integrated approach to editorial content enabled the growth of personalization, and saved $1M in expense with greater audience reach of key messages.
