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Macy's gears up for the holidays with new campaign (Score 18)

Sales lead: Macy's advertising spend typically peaks during the holidays (Q4), so reach out to score extra ad dollars. 

• Macy's just launched a holiday campaign called "Give Love. Give Style."
• The push features video ads that will be supported across TV, digital, and social channels.
  • majorbehavior assisted Macy's with the campaign.
  • It will also experiment with the Metaverse as part of the campaign.
• The company is also promoting the new Toys 'R' Us shop-in-shops that are now in all Macy's locations. 

Macy's target demographic: Millennial & Gen-X women (moms)

The company will likely:

• Ramp up ad spend throughout the end of the year
• Continue investing in experiential marketing methods such as the Metaverse
• Utilize more partnerships 

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Macy's spent about $86.2m on national TV ads YTD, a 12% decrease from $98.2m spent in this channel during the same time period of 2021. 
• Last year: Full-year spend increased by 16% from $125.8m in 2020 to $145.8m in 2021. 
• 2022 ad programming: It placed ads during programming such as 2022 Winter Olympics, Chicago Fire, Law & Order: Special Victims Unit, Family Feud, and Good Morning America. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Macy's spent around $45.9m on digital display ads YTD, a slight (6%) decrease from $48.7m spent in this channel during the same time period of 2021. 
• YTD data: 5.5b impressions via Facebook (38%), Instagram (32%), desktop video (19%), desktop display (7%), and Twitter (4%). 
• Last year: Full-year spend skyrocketed from $35m in 2020 to $73m in 2021. 
• Ad location: It placed 98% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, twitter.com, and whowhatwear.com. It placed 2% of these ads through multiple indirect channels onto sites such as yahoo.com, popsugar.com, zillow.com, whowhatwear.com, and fandom.com. 

Additional channel insights  

• It also invests in OOH, print, radio, and local broadcast. 

Agency analysis:

• Opportunity: I recommend offering PR, experiential, digital, or social media assistance. 
• Current roster: 
  • Digitas: media AOR
  • BBDO Worldwide: creative AOR
  • majorbehavior: creative