A brand idea that just clicks
Great personal 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. That’s owning your style.
For Macy’s, this was a powerful insight, and helping customers experience that “click” became top priority. A new strategy was launched to bring the brands, the value, and the inspiration you need to Own Your Style.
The brand transformation was achieved through storytelling. This aligned enterprise leadership on an integrated content strategy, a reimagined digital and store experience, and a new brand voice and visual identity.
Own Your Style was launched with a 360 campaign including television, out of home, direct mail, digital and social media.
Flagship windows, inspiration zones and colleague training elevated the concept in all stores, and additional staffing was successful in boosting sales in test markets.
The content strategy was expanded to include all channels, introducing consistent storytelling into price-driven communications. Key narratives reflected the strategy like Names to Know, which kept top brands and buzzworthy collabs top of mind.
Style Under $100 (or Starting at $75, etc.) stories were curated for style inspiration and value so customers wouldn’t feel the need to wait for a sale.
Ways to Wear It offered inspiration through creative styling of the trends, and was amplified in social by colleague and third-party influencers from the reimagined Macy’s Style Crew program.
The TikTok Hashtag Challenge #MacysOwnYourStyle gave customers the spotlight with user-generated content on digital out-of-home in Times Square and other major U.S. cities.
The impact
The hashtag challenge earned 2.26B video views with 98M+ Unique Reach in the first 3 days. Overall, the new strategies created a better experience for customers, with a 1% increase in Brand Love, and 2% increase in Brand Commitment in just the first quarter. And the storytelling approach to content creation saved $1M in annual photography expense while delivering greater audience reach of key messages.