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Macy’s Believe Campaign
SITUATION
Macy’s embarked on a mission to make customers — and Americans — Believe in the spirit of giving and remember the true meaning of the holidays. The Macy’s Believe campaign was a spirited effort to encourage customers to write letters to Santa, which in turn would become donations to the Make-A-Wish Foundation (MAW). For each letter to Santa that was received, Macy’s donated $1 to MAW up to $1 million. Most important, Macy’s message was strong: even if you don’t have money, everyone can — and should — give this holiday season.
IMPLEMENTATION
Westbound choreographed media outreach in Los Angeles, San Diego, Phoenix, Albuquerque, Dallas, San Antonio, Houston, and New Orleans to publicize Santa’s visits. Other elements of the campaign used for publicity included street teams in Albuquerque, Austin and Palm Springs, an animated movie called Yes, Virginia, National Believe Day and gift card promotions.
RESULTS
Media goals were exceeded by securing an impressive 78 stories total for the 10 cities within the time allotted for the campaign. Westbound’s coverage generated more than 10 million impressions for the Believe! campaign and outperformed all other Macy’s regions executing the same campaign in other parts of the country. Our client, Macy’s West, was recognized by Macy’s corporate office for the “outstanding media results” securing 30 more hits than the second closest region. Our greatest accomplishment? This publicity helped Macy’s reach its goal of obtaining 1 million letters for Santa which equated to a $1 million donation to Make-A-Wish Foundation!
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