• Business Objective

    Create a culturally relevant campaign designed to engage and activate followers while building the Macy’s social media presence.


  • Our Approach

    Asking followers to submit user-generated content has been successful in past campaigns due to its simple mechanism and the nature of social sharing.
    Women in China spend a lot of time and money styling their nails based on the latest fads, ranging from the muted to the extreme. The women that fell into this demographic likewise constituted a majority of Macy’s fashion-forward target audience. Our campaign urged them to show off their nail art, which allowed us to capture rich content while providing a platform for fans to share their styling tips. The engagement generated from this campaign was entirely organic, with no media or KOL support.