Macy's Film Macy's Million Dollar Makeover by J. Walter Thompson New York

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Macy's Million Dollar Makeover

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Industry Retail, Distribution & Rental companies
Media Film
Market United States
Agency J. Walter Thompson New York
Executive Creative Director Matt Macdonald
Art Director Joesph Merkley
Copywriter Emily Sander
Production A Mark Burnett Company
Production Charlex
Production Embassy Row
Production Postworks
Production Vimby
Production Vinnie Potestivo Entertainment
Released July 2011

Awards

One Show 2012
One Show Entertainment Television / Reality/Unscripted Series Merit

Credits & Description

Category: Best non-fiction program, series or film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s)
Advertiser: MACY'S
Product/Service: MACY'S DEPARTMENT STORE
Agency: JWT NEW YORK
Chief Creative Officer: Peter Nicholson (JWT New York)
Executive Creative Director: Matt MacDonald (JWT New York)
Creative Directors: Lea Ladera/Craig Love/Josh Kilmer-Purcell (JWT New York)
Copywriter: Emily Sander (JWT New York)
Art Director: Joesph Merkley (JWT New York)
Planners: Robin Bardolia/Jonathan Fletcher (JWT New York)
Head Of Production/Director Of Brand Production/Director Of Branded Content: Sergio Lopez/Joe Calabrese/Mike Wiese (JWT New York)
Executive Producer/Senior Producer/Producers: Robin Feldman/Jennifer Hile/Andrea Curtin And Loretta Rae (JWT New York)
Account Executives: Helena Touseull/Stephanie Reedy/Angela Rebong Brown/Elizabeth Fitzgerald (JWT New York)
Business Director/Project Managers: Claire Capeci/Danielle Mills And Lindsey Allen (JWT New York)
Casting Company: (Vinnie Potestivo Entertainment)
Production And Editorial Company: (VIMBY - A Mark Burnett Company)
Production Company: (Embassy Row)
Directors Of Production: Eric Thompson/Andrew Watson/Jerad Cullen/Marco Svizzero/Matt Jacoby
Lead Editor/Show Runner: Matt Johnson/Todd Broder
Editors: Marcus Koos/Chris Rogers/Anthony Soave/Joesph Krings/Alex Levin
Field Producers/Post-Producers: Ryan Crow/Amber Engelmann/Joeby Gibson/Reece Ewing/Nicole Stevens
Animation And Graphics/Post-Production: (Charlex/Postworks)
Composer: Anthony Roman
Music/Media Agency: (TLC Music Library/MEC)
Media placement: TV - Cable Channel (TLC) - Promos And Episode Airing - 1 DECEMBER 2011
Media placement: Press - Print And Direct Mail - 1 DECEMBER 2011
Media placement: Online - Digital Banners, Facebook Ads, Social Via Facebook And Twitter - 1 DECEMBER 2011
Media placement: PR - National And Local Press Outreach, In-Store Events - 1 DECEMBER 2011
Media placement: Traditional Media - Outdoor, Radio, Press - 1 DECEMBER 2011

Campaign Description
Branded entertainment in the USA is widely accepted by all major media outlets, especially broadcast and cable television. The traditional model is for brands to fund production and buy their way onto the schedules via a media commitment.

However, as more brands and their agencies develop concepts and formats with established production partners, Branded Entertainment is being recognised for its entertainment value and ability to permeate popular culture and gain an audience, in addition to supporting brand campaigns.

The result is more programmers are looking to collaborate with brands, since brands like Macy’s have the capacity to produce and market like no other. Macy’s Million Dollar Makeover was created in partnership with network partners not as a media buy, but as an original programme to reach both Macy’s customers and network viewers who share the same passions.

Effectiveness
The problem with most makeovers is that they’re only skin-deep. Sure, the winner’s hair and clothes look better, but has anything really changed for them? Macy’s Million Dollar Makeover set out to go deeper, to give the winner a transformation that would last a lifetime. We’d start with their style, then go on to makeover their home, career and everything else. It would be the first total life makeover and it would be the first competition-based reality show ever to run exclusively on Facebook.

Facebook Integration:
In early January 2011, our host Clinton Kelly put out an open casting call for people who needed a style intervention and a second chance at their dreams. By ‘liking’ Macy’s, our app allowed fans to share their stories via video and a thorough application. More than 20,000 entries flooded in and we whittled it down to 8 lucky finalists.

Each week, contestants had to make over a part of their lives. Fans who had opted in could watch their efforts in real time and then vote for who would move on to the next round. Our Facebook community rallied behind their favourites and formed teams by ‘liking’ one of the contestants’ fan pages. Super-fans posted their top pick to their own profile pages. One by one, contestants were eliminated, until one lucky woman got the makeover of a lifetime.

TLC Integration:
In 2012, Macy’s Million Dollar Makeover was picked up by TLC as a 1-hour all-new special.

Implementation
Macy’s Million Dollar Makeover ran exclusively on Facebook in 2011 as a multi-episode series that progressed based on fan voting. Fans, those that ‘liked’ Macy’s on Facebook, were drawn to the content by promo videos and Facebook updates. In addition, fans were incentivised to vote via weekly give-aways of $500 Macy’s gift cards.

In 2012, Macy’s Million Dollar Makeover was picked up as an all-new 1-hour special on TLC. The show was promoted via TV promos on TLC, national print and direct mail, digital, social, national and local press outreach, outdoor, radio and in-store events.

Outcome
In the end, only one Macy’s shopper received a makeover, but millions of others watched, commented and voted. Macy’s gained more than a million new Facebook ‘likes’ and over 321m media impressions. After a successful first season, TLC picked up the show for a second season to air April 17, 2012 with 2 planned encore airings.