Macy?s newest iteration of its mobile-heavy All Access marketing campaign aims to win over millennials with authentic and creative messaging from singer and actress Lucy Hale.

As the new face of the All Access program that supports Macy?s American Rag private label brand, the "Pretty Little Liars" actress will appear on Instagram, Hang w/ and Macy's Ragged magazine. All Access was launched early this year as part of a bigger marketing strategy to leverage music and brand personas to connect with millennials.

?The Lucy Hale for American Rag's All Access campaign will run through June,? said Alison Kmiotek, spokeswoman at Macy?s, New York.

Social influence
Ms. Hale?s campaign includes a combination of mobile, social and digital efforts that dole out exclusive content to fans.

The primary mobile component of the campaign is an integration between Ms. Hale and the Hang w/ mobile application.

The actress will leverage her presence within the video and social app to show fans her favorite looks from the American Rag collection. 

Ms. Hale has a following of more than 10,000 on Hang w/ and regularly posts short videos that give fans an inside look at her life. Recent uploaded content from the actress includes footage from photo shoots and red carpet events.

The idea behind showing off some behind-the-scenes footage is likely a move from Macy?s to better connect with millennials with content that does that not feel like intrusive marketing.

The actress will also discuss her involvement with the May issue of Macy?s branded Ragged magazine via Hang w/.

The marketing push includes a print and digital magazine featuring Ms. Hale on the cover. The actress edited the issue with select products, and the print version of the magazine will be sold at Barnes & Noble.

Mobile creative
In another part of the campaign, the actress will post to Macy?s American Rag Instagram account in the coming weeks.

This includes a sweepstakes running through May 19 that encourages consumers to repost a picture from the brand?s Instagram account with the hashtag #ARAllAcces. One winner will receive a trip for two to Los Angeles including a $500 gift card. 

Ms. Hale?s campaign builds on a larger program that Macy?s launched earlier this year called All Access. The program kicked off with musical group We the Kings as the face of the campaign (see story). 

Similar to Ms. Hale?s involvement, We the Kings also took over the American Rag Instagram account in the past few months as part of their involvement with Macy?s.

Creative for these Instagram posts included a mixture of pictures from the branded magazine, scenes from the band?s performances and contests.

The strategy targets millennials who are increasingly discovering brands on their mobile devices with a combination of content and contests.

A quick look at American Rag?s Instagram account indicates that some of the more creative posts appear to be paying off for Macy?s, which could reflect what Ms. Hale?s posts will look like.

For example, an image posted one week ago of We the Kings posed at an event generated 541 Instagram ?likes.? Another image posted previously promoted a contest where consumers could repost a marketing picture for the chance to win clothes only generated 306 ?likes.?

Millennials are a notoriously fickle group, which Macy?s Instagram engagement speaks to since it appears that consumers are more likely to favorite images that feel more authentic than pieces of marketing.

In addition to Instagram, Ms. Hale will blog and be incorporated into social media marketing initiatives. 

?All Access will continue through the end of the year with additional artists to be named in early fall,? Ms. Kmiotek said.

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York