Macy's Tentpole Campaign: Omnichannel Excellence
I led the creation and strategic deployment of over +560 unique assets +10 messaging flights in a 4-6 week campaign, ensuring seamless integration across paid media, print, and digital channels. The campaign exceeded marketing objectives through strategic creative and media alignment, optimized asset production, and dynamic creative enhancement, setting a new standard for Macy’s omnichannel experiences.
My role
Senior Manager / Associate Creative Director
Strategic Creative & Media Integration:
Optimization of Asset Production:
Dynamic Creative Enhancement
Partner Alignment:
HTML5 & Dynamic Optimized Creative
Challenge:
Macy’s had to coordinate tentpole camping during a complex omnichannel campaign that lasted 4-6 weeks while ensuring a smooth customer journey.
Opportunity:
This campaign provided a unique opportunity to refine the strategic integration of creative and media, enhance asset production efficiency, and leverage dynamic creativity to resonate across different customer journey stages.
What I Did:
I provided creative direction for photography best practices, ensuring alignment with media strategy for maximum impact, minimizing redundancy in asset creation to prioritize high-quality, adaptable content, and designing cutting-edge, responsive ads tailored to different promotional phases.
Outcome:
Macy's has achieved a cohesive and engaging omnichannel experience, surpassing marketing goals through strategic asset management and dynamic, responsive creativity, setting a new standard for future endeavors.
The campaign used HTML5 ads, native content, high-impact visuals, and dynamically optimized creative ads. The team made sure to consistently deploy these across multiple channels as the campaign message evolved. Insights into creative and media alignment helped refine the campaign's trajectory for maximum impact. The campaign focused on reducing redundant asset creation and emphasized high-quality, impactful creative work distributed across channels. The creative elements of the campaign were made more dynamic and adaptable to different media types and customer journey stages.
The paid media team at Macy's executed a highly strategic and creative Tentpole Campaign that lasted 4-8 intense weeks, following months of meticulous pre-planning with partners. The campaign adopted an editorial hybrid approach at the start and then seamlessly transitioned into a value-centric engagement phase.
My team and I created over 156 unique assets tailored to customer journey phases for these campaigns.
As senior Manager and Associate Creative Director, I supervised a small team of designers and programmers responsible for managing multiple campaigns simultaneously, including "always on" and other last-minute work required for paid digital advertising.
Projects involved managing numerous assets and required careful planning and alignment with partners. Together with my team, I developed a seamless and engaging customer journey across all touchpoints, maintaining a consistent narrative from discovery to decision. This included cover design and animations.
The campaign exceeded its marketing goals by strategically reducing the number of created assets and incorporating dynamic, responsive, and creative elements. This reinforced Macy's reputation for delivering memorable and impactful customer experiences, setting a high standard for future omnichannel marketing efforts.
