When Macy's presented a challenge, I eagerly embraced the opportunity to propel the heritage brand into the modern digital era. Our mission: generate top-tier social content on a massive scale. We sculpted Macy's distinctive presence on social platforms, devised a robust strategy, and handpicked an agile team.
Key Achievements:
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Captivated a New Audience: Engaged Gen Z and Millennial consumers with impactful action.
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Revolutionized Brand Guidelines: Redefined Macy's guidelines for adaptability and scalability.
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Realistic Representation: Curated relatable models and talent.
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Efficient Content Creation: Streamlined the process for swift, relevant content.
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Agile Team Dynamics: Assembled a team adept at navigating paid and organic content.
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Adaptability in Action: Mastered pivoting strategies amidst challenges, notably during a global pandemic.
Result: In December 2020, amidst the pandemic's turbulence, our team achieved an extraordinary feat: acquiring 5.4 million new consumers within the Gen Z and Millennial demographic. This success stands as a testament to our innovative strategy and nimble dedication.
We went from this:
To This:
As the demand for video content surged across social channels, we embraced an 'authentic' video-first approach, ensuring resonance with our audience, particularly on TikTok.
Simultaneously, we revamped our talent sourcing strategy to enhance relatability. We delved into model casting, engaging signed agencies and street casting for diverse representation, including size diversity. This evolution culminated in the launch of Macy's TikTok channel, seamlessly aligning with the era of authenticity.
Some examples of our best-in-class social media content. The content has since been utilized across the company's website for shopping and display ads. We've been able to produce 10x the volume of creative for 1/10th the price.
