The Ask

Strengthen Macy’s brand consideration and perception to lead to long-term increased favorability & consideration, while secondarily driving demand and engagement via shoppability.

The Insight

BDG and Macy’s wanted to empower readers to define their personal style while acknowledging the “new normal” as we approached the holiday season. Our strategy leaned into the emotionally driven concept of What Matters Most, with a stylish team of BDG editors and experts offering their unique take on personal style, holiday hosting, party dressing, and gifting.

The Solution

Through a variety of first-to-market formats and thoughtful placements — parallax photo features, TikTok executions, immersive card stories, lower-funnel content for Black Friday and Cyber Monday, and audio “microcast” storytelling — BDG’s editors and experts created a customizable guide to style and shopping that perfectly matched the moment.