Fresh copy for a 160-year-old brand
In my time at Macy’s, I worked on everything from brand tagline to loyalty programs to fashion campaigns.
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Say it all, in how many seconds? Oh, and please the legal team, too? Our team delivered and the only thing I’m more proud of than this script is the end result.
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After spending hours reading through every piece of feedback on the loyalty program from Consumer Insights, and countless days in a creative sprint with key members of the creative team, I penned the tagline: How We Love You Back, which launched in February 2020 with 10.6B media impressions.
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By targeting and personalizing fashion emails for every category, I optimized emails, lifted purchases and had fun in the process.
Brand Copywriting: How We Love You Back
It began with a challenge: the Macy’s creative team split into working groups to develop a new campaign for Macy’s Star Rewards. Starting in February 2020, all Star Rewards loyalty members would earn rewards on every purchase—a significant investment. Here’s how I helped create the winning concept.
Because loyalty is love.
I started with a deep-dive into our consumer insights: how did customers speak about Macy’s Star Rewards & what did they look for from Macy’s? The takeaway: loyalty is an emotional decision. So I centered our concept around that aspect of customer health and brand love with a portrait photography that emphasized authenticity and a tagline: how we love you back.
Splashed across Macy’s Herald Square windows, across TV and radio spots, and online, the “how we love you back” campaign amassed 10.6 billion media impressions in February 2020.
Solving for a key challenge:
We worked with our legal team to simplify our value message—without asterisks, fine print or lengthy disclosures.
Macy’s Holiday Direct Mail
Valentine’s Day Gift Guide
Personalized Nurture Emails
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Macy’s Gift Cards
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