Macy's Wish WriterUS
Christmas is Macy’s most critical time of the year but ecommerce and big-box options cut into its share.
Macy’s eight-year-old “Believe” campaign focused on the spirit of generosity by providing a platform for customers to give back. For every letter written/mailed to Santa in-store and online, Macy’s donates $1, up to $1 million, to Make-A-Wish®, to help grant wishes for children with life-threatening medical conditions.
For 2015, our goals were to:
- Reinvent “Believe” to keep Macy’s top-of-mind during the key shopping season
- Reinforce Macy’s commitment to giving back and drive brand connection through Make-A-Wish partnership
Insight and STRATEGY
Since “Believe” originally launched, consumers’ attention has been increasingly fragmented and 54% would consider ending a relationship with a retailer that fails to deliver custom, relevant content.
We identified that 41% of shoppers are more likely to purchase brands that support a cause they care about. We created a content-first strategy to connect with consumers in a meaningful way.
“Wish Writer,” a three-minute hero film about a magical pen that grants users the power to make others wishes come true, encourages viewers to do the same by mailing their letter at Macy’s to make a donation to Make-A-Wish.
We cut the long-form video into eight snackable videos to reach different audiences on a variety of platforms. YouTube’s Trueview pre-roll helped us hone-in on audiences who opted in to watch the full-length video. and Facebook’s Newsfeed was the ideal place to reach consumers willing to stop, watch and share videos. On Instagram, we took over the Marquee feature on Thanksgiving and continued seeding videos throughout the holiday season.
National Believe Day
On December 11, Macy’s and Make-A-Wish granted more than 50 wishes in-store across the US.
The 2015 Macy’s Thanksgiving Day Parade® had the largest audience in 26 years. After Santa appeared with “Believe” balloons, we debuted the full-length “Wish Writer” video.
A three-minute integration on Good Morning America and a custom vignette on Nickelodeon educated consumers on the Believe campaign and Make-A-Wish partnership.
All Macy’s were installed with special, red letterboxes for children to drop off letters to Santa. The Wish Writer stylus pen was promoted and sold in stores.
Internet sensation Kid President created his own video content that incorporated Wish Writer, which tapped into a child’s perspective on holiday spirit.