Garett Holden
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Macy's #AmericanSelfie

Concept • Development • Content Planning • Strategy

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Macy's wanted to drive awareness and empower customers to support veterans through their partnership with the nonprofit organization “Got Your 6”.

The solution was to put shoppers at the center of the campaign through social activation by creating a turn-key UGC social donation CX that leveraged existing behaviors of the target audience driven by carefully chosen influencers and content strategy. We devised a simple mechanism that donated $1 for each patriotic selfie posted with #AmericanSelfie.

// #AmericanSelfie Moment //

Official entry: SOCIAL GOOD CAMPAIGN, 8TH ANNUAL SHORTY AWARDS

Combining influencers with a turnkey CTA allowing participants to easily donate while creating branded content proved highly successful in driving awareness and new customer acquisition.

Combining influencers with a turnkey CTA allowing participants to easily donate while creating branded content proved highly successful in driving awareness and new customer acquisition.

Activation

Twenty Millennial influencers were selected based on their audience size, platform specialization and/or niche category of audience (beauty, fashion, veteran). They created over 50 pieces of content.

Twenty Millennial influencers were selected based on their audience size, platform specialization and/or niche category of audience (beauty, fashion, veteran). They created over 50 pieces of content.

Content Strategy

#AmericanSelfie amassed more than 60M impressions on Twitter alone, with engagement rates surpassing 6%. Macy's donated $250,000 to Got Your 6.

#AmericanSelfie amassed more than 60M impressions on Twitter alone, with engagement rates surpassing 6%. Macy's donated $250,000 to Got Your 6.

Results

Tommy Hilfiger with Zooey Deschanel and Fashion Rocks®

Tommy Hilfiger with Zooey Deschanel and Fashion Rocks®

Digital Campaign Content Creation

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The Rachel Zoe Capsule Collection

The Rachel Zoe Capsule Collection

Digital Campaign Content Creation