MACY'S CASE STUDY


 

How do you bring one of America’s biggest department stores to China?

THE CHALLENGE

Macy’s is a quintessential all-American brand. Its Fourth of July and Thanksgiving Day parades are touchstones of U.S. culture and its Manhattan flagship store a must-see on any tourist’s list. Without any Macy’s stores currently located in China, and Thanksgiving a primarily Western celebration, how can you still create an unforgettable experience in China?

 

THE DIFFERENCE

We partnered with Macy’s to facilitate the brand’s official China market launch via two pop-up store activations in Beijing and Shanghai, as well as launching an engaging TMALL Super Brand Day campaign in tandem with the iconic Macy’s Thanksgiving Day Parade and Black Friday sales promotions.

CAPTIVATE THE AUDIENCE

By working closely with Macy’s, we created a fun and engaging digital campaign during TMALL’s Super Brand Day. The campaign included the development of a branded mini-game that simulated the theme of the Macy’s Thanksgiving Day Parade via its iconic balloon characters on an interactive mobile platform. Through leveraging China’s growing trend towards gamification, we were able to create an engaging experience that encouraged players to share their high scores, thus increasing Macy’s brand awareness in China.

#TOGETHERWITHMACYS

In the lead up and launch of the two pop-up store events in Shanghai and Beijing, we worked with Macy’s to develop a digital campaign that created a seamless O2O experience. Through collaboration with 27 KOL’s seeded across a number of platforms, we helped to develop content tailored specifically to each pop-up store, combining this with KOL management and live-broadcasting. The digital campaign successfully drove brand exposure and traffic to brand-owned platforms from social media to e-commerce.

THE RESULTS

  • 4.9 Million

    Unique Views to event live-streaming

  • 4,646

    H5 Game Total Engagement