“This holiday, America will be inspired to believe again,” says Macy’s chief marketing officer Peter Sachse. The department store’s “Believe” campaign expands on last year’s holiday promotion of the same name. It includes a contest that asks participants to explain “why you believe in the magic of the season” via a video clip or brief essay (the prize is a trip to next year’s Macy’s Thanksgiving Day Parade in New York). Macy’s has also designated Dec. 11 “National Believe Day”—street teams across the U.S. will recognize and reward random acts of kindness and generosity.
As we noted in our second AnxietyIndex Quarterly, rather than take a defensive approach to the recession, brands should go on the offensive, finding opportunities where everyone else sees challenges. Macy’s has done just that: Instead of focusing solely on discounted pricing and “more for less” messaging this holiday season, the “Believe” campaign seeks to inspire consumers by returning to the core value of hope.
Photo Credit: macysinc.com
According to online buzz reports from YouGov’s BrandIndex, these efforts are paying off. As of November 30, Macy’s online buzz score had risen to 29.9, seven full points above the sector average. By comparison, competitors Bloomingdales and Lord & Taylor had buzz scores of 3.3 and 2 by the same measure.
After a dreary year for retail, this kind of optimistic, forward-looking momentum will only benefit Macy’s as the brand attempts to navigate a jobless recovery, trying to appeal to consumers who are still very much in a recessionary mindset.