Macy's: The Santa Project

Andria Wu

This case study shows how Macy's, the department store brand, restored America's belief in Santa Claus by crowding Internet search engines with stories confirming his existence.

Campaign details

Brand: Macy'sBrand Owner: Macy's Inc.Lead Agency: Figliulo & PartnersContributing Agency: PraytellCountry: United StatesIndustries: Department storesMedia Channels: Content marketing, Online video, Public relation, Search marketing, Social media, Television, Word of mouth, advocacyBudget: Over 20 million

Executive Summary

This case study tells the story of how Macy's, an iconic department store, utilized the power of the Internet to restore America's belief in Santa during the holidays.

  • In 2016, Macy's was losing its emotional edge in an increasingly competitive and bargain-driven holiday season.
  • We knew that the...

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