Macy's: Yes, Virginia The Musical

This case study describes how Macy's, the US department store chain, built an emotional connection with families during the holiday season by creating a character that appealed to families, to overcome sales stagnation.

Macy's: Yes, Virginia the musical

Agency: JWT New YorkAdvertiser: Macy'sBrand: Macy'sCountry: USA

Objectives

Introduction

Retail advertising isn't always about sales promotions. This is the story of how America's Great Department Store, against the backdrop of an economic and category crisis, used the holiday period to catalyze robust sales growth across the year. As a result, Macy's experienced four consecutive years of growth with an accumulated incremental 4th quarter sales increase of more that $1 billion since the start of the campaign.

By living up to its legacy as one of America's great entertainment...

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