Headache:
How do you get Americans shopping at Macy's more frequently when customers see no difference between department stores and make decisions based on price alone? In a sea of sameness, shoppers had no reason to choose Macy's over any competitor.
wow moment:
Make Macy's the only place that can bring magic into your life and provide the things you need to be your true self. No other retailer celebrates who you really are. Macy's offers the transformative magic of a makeover that honors your authentic story and makes you feel great about yourself.
execution:
Launched "Macy's Million Dollar Makeover"—a nationwide search for someone deserving of the ultimate transformation: People submitted stories about why they deserved a makeover, celebrating the lives they live and what they do.
Positioned makeovers not as superficial changes, but as celebrations of real people's real contributions.
Made everyday Americans the heroes, not celebrities or influencers.
activation:
Created an online submission platform with weekly video content building anticipation toward a live finale event to crown the Million Dollar Makeover winner. The campaign turned shopping into storytelling and customers into contestants, driving repeat engagement throughout the season.
here's the skinny:
Macy's gets the real American.
