Macy's Promo, Case study BACKSTAGE PASS by J. Walter Thompson New York

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Industry Apparel & Accessories Stores
Media Promo & PR, Case study
Market United States
Agency J. Walter Thompson New York
Director Ryan Dunn, Doug Sloan
Executive Creative Director Sarah Barclay, Matt Macdonald
Creative Director Lea Ladera, Dinesh Kapoor
Art Director Tiffany Mckee, Joseph Merkley
Copywriter Emily Sander, Rick Abbott
Producer Holly Otto, Kiri Carch, Charlie Shipman, Brenda Fogg, Lauren Eberhardt
Editor Charley Bender, Skip Duff, Chris Palazini, Sam Welch, John Young
Released February 2011

Credits & Description

Category: Best Consumer Engagement
Advertiser: MACY'S
Product/Service: MACY'S
Date of First Appearance: Feb 18 2011
Entrant Company: JWT NEW YORK, USA
Chief Creative Officer: Peter Nicholson (JWT New York)
Executive Creative Director: Matt MacDonald/Sarah Barclay (JWT New York)
Creative Director: Dinesh Kapoor/Lea Ladera (JWT New York)
Art Director: Joseph Merkley/Tiffany McKee (JWT New York)
Copywriter: Rick Abbott/Emily Sander (JWT New York)
Account Executive: Claire Capeci/James Cuff/Kate Reaves (JWT New York)
Planner: Lauren Turner/Mylene Ong (JWT New York)
Director of Production: Clair Grupp/Joe Calabrese/Pam Scheideler (JWT New York)
Producer: Holly Otto/Kiri Carch/Brenda Fogg/Charlie Shipman/Lauren Eberhardt (JWT New York)
Director of Creative Technology: Martin Legowiecki (JWT New York)
Digital Team: Sunny Nan/Kate Bauer/Nayemul Chowdhury/Sujay Debsikdar/Mishu Hassan/Katie Donova (JWT New York)
Project Manager: Danielle Mills (JWT New York)
Business Manager: Diane DeLisa (JWT New York)
Director: Doug Sloan/Ryan Dunn
Production Company: (iContent/Charlex)
Post-Production: (Homestead/Nice Shoes/Charlex)
Editor: Sam Welch/John Young/Skip Duff/Charley Bender/Kevin Palmer/Chris Palazini
Editing House: (Homestead/Charlex)
Music: (Fall on Your Sword/Pulse Music NY)
Mobile Technology Vendors: (Velti/Mogreet/Hipcricket)
Media placement: Employee Training/Engagement - USA: Macy's Store Associates - 7 February 2011
Media placement: In-Store Displays - 24 displays - USA: 674 Macy's Stores - 18 February 2011
Media placement: Mobile Content - 46 films - USA - 18 February 2011
Media placement: Online Content - USA: Macy' Microsite, Facebook Page, Twitter Page, Youtube Page - 18 February 2011
Media placement: TV Campaign - USA: National Networks and Cable - 18 February 2011
Media placement: Print - Newspaper, Magazine - USA: 16 Major National Newspapers - 27 February 2011
Media placement: Direct Mail - USA - 27 February 2011
Insights, Strategy & the Idea
While the psychographics and style preferences of Macy’s customers differ, they all share a common desire – they want help to put their best looks together. In the world’s largest department store, this can seem particularly daunting for a customer as she tries to navigate our broad range of merchandise. Typically, the sales associates are the only source for advice. But with only 150,000 Macy’s associates across 850 stores, consistent service can be difficult.
So we set out to provide a new way for Macy’s to help customers find their magic right there in the store as they shop.
The idea leverages Macy’s equity as America’s largest department store with exclusive access to a stellar cast of star designers. As the people’s department store, Macy’s lets customers unlock one-of-a-kind content via their mobile devices and have some of the world’s most influential designers as their personal shopping advisers.
Creative Execution
We created Macy’s Backstage Pass – a new shopping experience that uses mobile technology to put fashion tips into the hands of every Macy’s customer while they are shopping.
We created over 45 exclusive videos delivering expert advice, tips and inspiration including makeup tips from Bobbi Brown and spring fashion advice from Tommy Hilfiger, Michael Kors, Sean ‘Diddy’ Combs, Kelly Osbourne and more.
Customers can activate the content anytime by scanning QR codes in the shape of Macy’s star logo placed throughout every store. Alternatively, customers can also send a SMS message to receive the information.
We also ran national advertising on TV and in newspapers to educate customers on how to use QR codes. We trained all of Macy’s 150,000 associates so they could help customers activate the campaign in store.
Results and Effectiveness
The goal is to have 100,000 interactions over 14 weeks, with an average of 7,000 interactions per week.
Within the first week of the campaign launch, we had close to 9,000 interactions, 36% beyond expectations. And the numbers are still growing. Though much of the content has yet to roll out, we have reached close to 30% of our goal.
In addition, the campaign is generating extensive engagement across social media channels such as YouTube (15,000 views), Facebook (Macy’s has over 1.5m fans), Twitter and blogger networks.