Macy's

American Icons

American Icons

The Situation

American Icons is a spring promotional campaign to celebrate the heritage, landscape, time-honored traditions and people that make America great. The initiative was launched in May with a variety of family events inspired by America’s favorite pastimes, fashions from beloved designers, all star talent and a give back program to benefit those who had served our country. Macy’s engaged Walton Isaacson to develop a culturally relevant layer of activation of the American Icons Campaign that would resonate with Black shoppers. This was on the heels of the alleged racial profiling incident of a Black shopper at the flagship store in New York.

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The Challenge

  • Establish an emotional connection with the Macy’s brand among the Black shoppers and also activate engagement
  • Counter balance some of the negative PR around the litigation against Macy’s for allegedly racially profiling Black Shoppers
  • Stimulate sales among Macy’s loyal Black consumers
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The Solution

WI identified key social media influencers within Macy’s core business lines of fashion and beauty that resonated with the Black Millennial consumer. The goal was to drive engagement to #AmericanIcons.

The Results

We enlisted top bloggers among the Black segment to interpret and design American Icons via Instagram, Twitter, Facebook and blog posts.

The following are the campaign results.

  • +4.7 MM Imps
  • +2/3 of Top Sources African American
  • 1% ER on Facebook
  • 2% on Instagram

Today

WI is now the Black and Latino AOR for Macy’s and will continue to produce great work that appeals to multicultural consumers.