Macy’s always goes big for the holidays. Each year they sponsor one of the most beloved and largest holiday parades in the world, and for the past six years they’ve launched a holiday marketing effort that benefits both customers and the Make-A-Wish foundation. This year’s Macy’s Believe campaign is a multi-channel effort that will surely pique the interest of holiday shoppers. Here’s how Macy’s is using mobile and social to get customers into the spirit this year, and here’s what you can learn from their case study.
This isn’t the first time we’ve written about Macy’s, and the popular brand is certainly a leader in the mobile marketing space. Back in August, Macy’s launched a back-to-school marketing effort that combined mobile and social to engage its target audiences. The multi-channel campaign was designed to grab the attention of college students shopping for dorm room supplies and young families getting ready for the first day of school. In addition to providing customers with access to valuable coupons and supply checklists, the Macy’s team also sweetened the deal with a chance to win a $500 gift card.
Most recently, Macy’s has launched their sixth annual Believe holiday campaign. From now through early December, shoppers who visit a nearby Macy’s location can send a special delivery to Santa by sending a letter through a magical in-store mailbox. Customers who take a photo or video of their loved ones mailing their Christmas list and share it with their social media following using the hashtag #MacysBelieve are entered to win a special prize: the chance to be featured in an upcoming Macy’s television commercial. And in the spirit of generosity, for each letter mailed, Macy’s will make a $1 donation to the Make-A-Wish foundation.
This year’s Macy’s Believe campaign also has a strong mobile element. The Macy’s team has launched an optimized website with several unique features for customers. The site features a photo of a little girl mailing her letter to Santa through one of Macy’s special mailboxes. There’s also a companion holiday-themed storybook to help get customers into the spirit. And shoppers who are looking for access to deals won’t be disappointed either. Visitors to the Believe mobile site can expect to find an SMS code that provides them with access to coupons and deals, view a holiday gift guide with current sale items for some added inspiration, and check out upcoming in-store events during the months of November and December.
This year’s Macy’s Believe campaign has an element of magic, generosity, and excitement to get customers geared up for the 2013 holiday season. The feel-good marketing effort is expected to be a win for the popular retailer and its customers. Drop in to a Macy’s near you and mail your letter to Santa today!
Are you interested in launching a multi-channel marketing campaign to connect with your customers this holiday season? There’s still time!