Tentpole Campaign Cycle(old)

Macy’s Tentpole
Campaign Cycle

Creative & Media Strategy
Design & Process Management
Creative Direction
Creative Production

Situations

Macy's Tentpole Campaign had strategic foresight and creative execution, spanning an intense 4-6 weeks of asset creation preceded by months of meticulous pre-planning with partners. Kicking off with an editorial hybrid approach and transitioning into a value-centric engagement phase, the campaign faced the complex challenge of synchronizing paid media, print, and online experiences. With a lean team and diverse vendors, the focus was on generating a broad array of meaningful assets to embody the omnichannel experience Macy's is known for, ensuring every touchpoint seamlessly connected with customers.

Task

Manage and direct the creation and strategic management of over 156 unique assets tailored to different phases of the customer journey, ranging from an initial engagement with the Macy's brand to final purchases. These assets included cutting-edge HTML 5 ads, native content, high-impact visuals, and dynamically optimized creative ads, crafted to resonate during both the gift-finding and promotional discount phases of the campaign. This endeavor required not just production but a thoughtful oversight of asset deployment across multiple channels, ensuring consistency and relevance as the campaign message evolved.

+560
single assets

10-20
individual jobs

Action

Strategic Creative and Media Integration: Insights into creative and media alignment were leveraged to refine the campaign's trajectory, ensuring that all creative outputs were not just innovative but also strategically placed for maximum impact.
Optimization of Asset Production: Recognizing the critical need for efficiency, the campaign strategy included a reduction in creation asset repetition. This approach allowed for a focus on high-quality, impactful creative work that could be more effectively distributed across channels.
Enhancement of Dynamic Creativity: By harnessing a sophisticated understanding of the creative matrix, the campaign's creative elements were made more dynamic and adaptable to the nuances of different media types and stages of the customer journey.

These were big jobs 100’s of assets.

Planning & partner alignment is critical.

Results

Macy’s achieved a seamless, engaging customer journey across all touchpoints, marked by a coherent narrative that flowed from discovery to decision.

The campaign not only met but exceeded its marketing objectives through a potent combination of strategic asset reduction and dynamic, responsive creative elements. It reinforced Macy’s reputation for delivering memorable, impactful customer experiences, setting a high standard for future omnichannel marketing endeavors.