A demonstration of

• > Active Engagement
• > Digital/Online
• > Earned
• > Owned
• > Research / ROI
• > Social media / Mobile / Emerging

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