Entertainment > Branded Entertainment
JWT NEW YORK, New York / MACYS / 2014
Overview
Credits
CampaignDescription
With branded content emerging as a ubiquitous marketing medium, consumers are more bombarded than ever with entertainment options with which to fill their lives. What’s more, as media channels continue to proliferate, it will become increasingly difficult for brands to reach their target audience in meaningful ways.
Macy’s has long leveraged television, print and outdoor channels to build its brand and business. Our company’s success has always been attributable to its role in innovation. Macy’s has always been an entertainment brand putting on shows like the Thanksgiving Day parade, Macy’s 4th of July Fireworks, and the animated TV special “Yes, Virginia” at Christmas. And together, we used a totally new platform to create new kind of branded entertainment show.
Effectiveness
Macy’s is the world’s largest department store. People know they can get anything and everything at Macy’s but they’re often overwhelmed and need advice and inspiration on what to get and how to put it all together. People seek advice everywhere - asking friends, family, and even posting questions and photos to the social media world. We needed to find a way to insert ourselves into these social media conversations and provide a much-needed layer of guidance and inspiration and most of all, entertainment.
So together with lifestyle guru, Clinton Kelly, we created the first advice-based social media entertainment show: #HelpMeClinton.
We gave fans direct access to Clinton Kelly, fashion and lifestyle expert.
We used questions on social media to fuel content for our show then delivered the episodes back through social media to give the people their answers in unique ways. No matter what the questions were, or how they came in, we created helpful, fun, and willfully sharable #HelpMeClinton shows.
Implementation
For the first time, Macy’s brought celebrity stylist and TV personality Clinton Kelly to social media and placed him directly in the hands of their fans. Whether they were actively seeking him, or pleasantly surprised, the show #HelpMeClinton used fashion and lifestyle questions posed on social media as content for its episodes. The answers then became bite-sized bits of entertainment for all to enjoy.
Outcome
In the end we created hundreds of episodes that were published to nearly 14.5 million Macy’s fans on Facebook, Twitter, Instagram, YouTube, mBlog and Pinterest while also launching Macy’s Vine channel.
The program received close to 30,000,000 unique impressions, and maintained an audience of nearly 1,000,000 engaged users across all social media.
#HelpMeClinton was used 3,400 times and over 2,000 fans received personalized responses in the form of episodes. Our team was able to concept in real time (write, shoot, edit, publish) at the speed of social media.
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