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Macy's spring campaign activates pivot towards personalization

Macy's

User @liketoknow.it's interpretations of new styles

Macy’s is putting the spotlight on consumers for this year’s spring line promotion by featuring user-generated social media content on billboards, reflecting a recently revealed new strategy to place a bigger focus on personalization. 

During the retailer’s earnings call for the fourth quarter in 2015, a new strategy focusing on appealing to the individual through omnichannel efforts instead of region-based actions was detailed. For spring, Macy’s is holding true to the concept with a campaign that is leveraging consumers’ interpretation of its new looks, which balance modern style mixed with vintage for music festival fashions. 

“Macy's is always looking for new, fun ways to engage consumers through interesting social content,” said Serena Potter, group vice-president of digital strategy at Macy’s. “The #MacysLove initiative allows customers to express what they love about our merchandise and the ways they incorporate those trends into their lives. 

“This spring, our customers have the opportunity to put their individual style on display for the world to see, with the fun twist of featuring this user generated content on billboards,” she said. 

Macy's and mobile
The department store is tapping into its consumers’ social media for advertising on billboards in cities around the United States. Users who post their own versions of big trends this spring along with the hashtag #MacysLove on Twitter and Instagram will have the chance to be featured in the billboards. 


Locations vary in major cities in the U.S., including Times Square in New York. Consumers whose pictures are featured in the billboards will receive a digital memento to share with followers on their social media accounts.

The content is also congregated on its mobile-optimized page on which users can shop the consumer created looks. 


The #MacysLove campaign is to promote its spring apparel line, which taps into style trends of the year popular with consumers during the season popular for music festivals. The idea stems from Woodstock-era apparel, but with a modern twist, a fashion style popular with young women today. 

The campaign emphasizes the consumer spin on the spring fashion trends. The idea is in conjunction with its latest business model to focus on the individual rather than what is popular by region. 

In the past, Macy’s took a regional approach to advertising and inventory. Mobile and social media is likely a huge factor in its idea to shift to the individual, as these channels have created an environment where consumers come to expect personalization.  

Social activations
Kohl’s also leveraged social activations, but with live streaming for a sponsorship of this year’s Academy Awards, sharing an in-depth viewing experience and party preparation ideas in the days before the broadcast (see more)

Also, Swiss watch manufacturer Omega reached out to everyday consumers with a new digital campaign that allowed them to share their own experiences with the brand (see more). 

“Social media is the centerpiece of this campaign,” Ms. Potter said. “The power of social media to share and engage is what makes this fun for customers, and we love seeing how fashion and style take shape in their lives.”

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Brielle Jaekel is editorial assistant on Mobile Marketer and Mobile Commerce Daily, New York. Reach her at brielle@mobilemarketer.com.

 
Related content: Social networks, mobile marketing, macys, social networks, user generated content, billboards

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