Macy's preserves all-American
image with summer selfie campaign
Macy’s is kicking off its
American Icons summer campaign with a selfie push on social media as it seeks
to embody the easygoing, fun-loving lifestyle of the warmer months while
cementing its all-American image.
The selfie initiative encourages
consumers to share a picture that personifies what America means to them with
the hashtag #AmericanSelfie, making the consumer apart of its marketing image
and creating a greater connection. Numerous pictures will be selected to be a
part of the prominent annual Macy’s July 4 Fireworks, broadcasted on national
television and a donation will be made to non-profit campaign for Veterans, Got
Your 6 with each post, all of which entices consumers to get involved.
"The question isn't how
important is it to incorporate a social media campaign to create an authentic
brand image, but rather, how detrimental is it to NOT incorporate social
media," said Marci Troutman, CEO of Siteminis. "The numbers speak for
themselves as you can see in report after report online, showing that the
consumers are on social media.
"Social media is where a
large percentage get their news on fashion, new brands, and new product
lines," she said. "The best part, or worst part if the product isn't
good, about this medium for marketing is that there are instant reviews from
social media browsers that are from friends, family and trusted sources.
"Brands can win big or lose
big in minutes of a launch, where before it could take months."
#AmericanSelfie is just one
aspect of the American Icons campaign this summer. Macy’s is planning a slue of
summer events, concerts and digital campaigns centered around warmer weather
and support of veterans, just in time for Memorial Day, a national holiday that
represents both ideals.
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