Macy’s Fall Fashion
Positioning this retailer as the destination for the newest and coolest styles.
Macy’s aimed to drive sales across their platforms. The retailer also wanted to increase awareness as a fashion authority and destination for back-to-school style and fall fashion for millennial consumers.
To position Macy’s as a fashion authority, we assembled a dedicated editorial team to create custom content stories and videos and curate trending editorial content across Seventeen, Cosmopolitan and Marie Claire. Influencers Danielle Perkins, Jill Wallace and Rene Daniella generated massive brand awareness while directing viewers to shop the featured looks on Macys.com.
The fall fashion videos for Marie Claire and Cosmopolitan over-delivered on our program guarantee by more than 100K video views, with a combined 1.1MM+ video views. The completion rate surpassed our average by 2x. Seventeen’s video, “5 Chill Back-to-School #OOTDs,” beat Seventeen’s average video-completion-rate for branded video, outperformed Seventeen’s social action rate by 4x, and delivered 60K more video views than the guarantee. When promoted on Facebook, our branded stories had a click-through-rate of twice our average for branded. Our audiences were clearly excited by this fashion content—and by Macy’s fall offerings.