Headache:
How do you separate Macy's from every other department store when shoppers see them all as interchangeable? The challenge wasn't just driving traffic—it was transforming perception. Macy's needed to stop being thought of as a department store and start being remembered as a destination for memorable experiences.
wow moment:
Macy's is about making magic happen. Bring the magic directly to customers through live experiences where people can get closer to the celebrities and influencers behind the products they're selling. Turn shopping into spectacle.
execution:
Created "Live at Macy's"—a platform for unique content that could only be experienced at or through Macy's: Transformed retail floor space into performance venues.
Produced live broadcasts accessible both in-store and online.
Hosted exclusive concerts and celebrity interviews.
Made shoppers feel like VIPs with unprecedented access to the talent behind the brands.
activation:
Regular live programming turned department store visits into can't-miss events, generating 1.2 million media impressions per live experience. Shoppers didn't just buy products—they got stories to tell.
here's the skinny:
Macy's makes magic happen for real.
