"With the Ragged Road webisode series, MEC generated over 400 million impressions. We had 2.2 million video views which was outstanding - the business was on fire."
Macy's
Hit the road
We created a digital activation to help a store’s fashion label reach a new youthful audience.
The challenge
American Rag is a private label fashion brand owned by Macy's, the iconic US store. We were commissioned to develop an umbrella strategy to amplify brand awareness and relevance in the teen/young adult sector, which is primarily outside the store's core target market of 25-54 year old women.
Our insight
The American Rag customer doesn't stray far from the mainstream yet admires the idea of originality and self-expression.
Our solution
In our target market, male and female interests intersect at music, an area in which American Rag had already built equity through sponsorship We devised Ragged Road, a road trip in which five young adults with a passion for music tour the US meeting musicians and music industry executives. Casting was promoted on Facebook, at music events and at colleges to leverage Macy's existing campus ambassador program. The resulting webisodes were broadcast on YouTube, customized with additional brand content to deepen engagement. We extended digital reach by enabling social networkers to embed our video content on their own pages.
The results
- Over 2 million video views
- Viewer purchase intent up to 48%
- ‘American Rag is cool/hip': up from 21% to 69%
- ‘Amercian Rag offers fashion at affordable prices': up from 15% to 65
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