• Business Objective

    Create a useful tool for Macy’s followers across Weibo & WeChat to navigate the city and shop at Macy’s.


  • Results
    • 2,000+ downloads
    • 20% click conversion
  • Our Approach

    Based on our experience, we discovered that destination-led content generates 5x greater engagement but that Chinese tourists require more detail-specific guidance when travelling abroad.

    We created maps for New York and San Francisco that visually positioned Macy’s as the key tourism destinations for shopping. Each store in the respective city also featured floor level guides that gave shoppers the opportunity to explore the store and find more details about VIP programs, tours, and coupons. Besides being a practical guide, our whimsical and visually appealing design of the map excited fans and encouraged sharing among their communities.