Macy’s 4th of July Fireworks

Macy’s, the iconic American department store brand with a history of over 150 years, aimed to expand its presence in China. In 2016, the company teamed up with Alibaba, China’s biggest e-commerce platform, for an in-depth campaign to showcase iconic American brands to Chinese consumers. To change its ‘aging’ image, and boost sales in China, Macy’s targeted Chinese consumers, 20-45yrs, who are attracted by short videos, livestream, KOLs and integrated overseas experience. Supported by Ruder Finn, the campaign leveraged Macy’s signature 4th of July Fireworks Show to enhance brand awareness by providing engaging, online and offline experiences, to win brand preference. Selected Chinese KOLs and VIPs were immersed in typical American culture and environment for five days, which included The 4th of July fireworks show and a NYC sight-seeing trip. Social short videos series, featured the experiences of the three KOLs in American fashion, food and lifestyle. Linked to Macy’s 4th of July Fireworks, America’s largest and most exciting Independence Day display, the innovative livestream allowed online viewers to “click and buy” during the one-hour broadcast. The campaign resulted in over 500 million engagements, over 11 million Livestream viewers, and sales performance on 4th of July alone exceeded 1 million RMB, an increase of 250%. A total of 106 articles reached over 300 million people, while the WeChat search index (social buzz indicator) recorded 1,000% posts livestream.