Macy’s Campaign 2019
Campaign Overview
Since 2013, Macy’s has helped to raise awareness, pride, appreciation and more than $11 million for America’s veterans and military families. For the year of 2019, Macy’s was supporting Blue Star Families & Bunker Labs through a round-up campaign held in stores from July 1-18, 2019, which is timed to coincide with the celebration of Macy’s 4th of July Fireworks® Show. The campaign recognized how these two organizations have helped veterans and military families and supports their continued missions.
My Role
My role as a CMO was full responsibility of the Macy’s Give Back campaign. This included all brand assets, email marketing, social media, and in-person content. Here is a list of assets that I was personally responsible for:
Landing Page on Bunker Labs Designed and promoted with clear CTAs
Bunker Labs’ activation extended through July with three in-store MyStylist events
In-store brand assets created and distributed to each Macy’s Location for a total of 19 Physical Locations.
Email Marketing campaign (4 Segmented emails across 20 different email lists) with a total reach of 384,280
Social Media Campaign across 4 primary channels (Linkedin, Facebook, Instagram, Twitter)
Total Impact and Results
Total Amount raised through our campaign:
Total Round-Up Campaign Amount: $1,219,562.56
Portion Donated to Bunker Labs: $609,781.28
This funding provided the following growth:
12 new chapter launches
Recruitment of 36 new city leaders
4-5 full time hires to support expansion
Approximately 392 veterans impacted at each
chapter annually
Approximately 4,742 total military veterans & spouses impacted annually across 12 new chapters
The projected local economic impact across 12 communities:
$550 million in startup revenue
9,200 new jobs created
4,700 jobs for veterans
Video Creatives
We covered various Military Veterans to kick off the Macy’s Round up campaign to support Military non-profits
