Dive Temporary:
- Macy’s on Monday launched a vacation marketing campaign that stars actress Alison Brie and facilities on the retailer’s annual present information, per an organization information launch.
- Identified for starring roles in “Glow” and “Neighborhood,” Brie portrays the “Macy’s Present Information,” an professional present curator. In its first industrial, Brie is sporting a Macy’s tailor-made purple jacket adorned with the model’s purple stars, and actor Matt Bush performs the function of her mentee.
- The marketing campaign, shot by award-winning director Stacy Wall, will air on TV, digital and social channels, together with YouTube, Instagram and TikTok.
Dive Perception:
The Macy’s Present Information marketing campaign will spotlight totally different gifting moments, Black Friday offers and last-minute gifting all through December, per the corporate.
“The marketing campaign celebrates the enjoyment of giving and creating lasting reminiscences this vacation season,” Sharon Otterman, chief advertising and marketing officer at Macy’s, mentioned in an announcement. “We’re thrilled to convey this marketing campaign to life with Alison, who completely embodies the spirit and pleasure of Macy’s and the vacation season.”
The Macy’s marketing campaign kicks off as main rivals battle for vacation {dollars} within the critically essential fourth quarter. Outdated Navy is working stylized vacation home occasion advertisements that includes singer Jennifer Hudson, whereas City Outfitters is highlighting budget-friendly present concepts in its vacation marketing campaign. Each Walmart and J.C. Penney are leveraging campaigns this season that play off popular culture moments and emotional emotions of nostalgia.
Macy’s wants a powerful end to the yr after reporting gross sales declines in current quarters. The retailer noticed a 3.8% year-over-year decline in web gross sales for Q2, reaching $4.9 billion.
The division retailer introduced on new CEO Tony Spring in February of this yr. Quickly after he took the helm, Spring introduced Macy’s would shutter 150 of its underperforming shops over the following three years, with 50 of these set to shutter this yr.
Underneath Spring, Macy’s has been reimagining its govt crew. Final month, the retailer introduced on Jason Holzman as its senior vice chairman of inventive and manufacturing. Holzman’s background contains 17 years at NBCUniversal, together with at Peacock. At his hiring, the corporate mentioned his function was “designed to drive new, efficient, breakthrough campaigns and guarantee extra built-in methods of storytelling throughout all channels.”
