MACYS KARDASHIANS
Did we really make giant Kardashians?
American Retail is big and bold. No please better typifies this than the legendary retail experience of Macys Herald Square.
Sometimes its appropriate to be subtle to drive customers, and sometimes you need a giant Kardashian.
Ecosystems
THE CHALLENGE
Its all about driving traffic, demand and engagament. How can we create a super-sized moment that drives traffic and engagement that rises above the fray at Macys? We needed to think about an experience that was a complement to an already outsized department store, as large as Macys Herald Square and as gigantic as the volume of shoppers it seeks to drive.
THE SOLUTION
The CalvinKlein #myfamily campaign was larger than life. The Kardashians & A$AP Rocky made for a super sized celebrity profile. Placing our shoppers into the #MyFamilyMyCalvins story allows customers to relate and become part of the story of the brand.
The Science Project created an activation experience inside of the massive Macys floor, creating selfie markers so that customers can take life-sized pictures and placing themselves into the brand story. We worked hand in hand with the Macys & Calvin Klein team to integrate this into a comms plan. In addition to concept, design and production of this campaign we provided Calvin Klein with a plan to measure success.
3 Traffic Driving Strategies
- Loyalty – My favorite, build better customers.
- In-Store Exclusives – Only onsite, only in the store.
- Globally Resonant, Locally Relevant – Its ok if you are a global brand, embrace your local community.