Macy's Bets on Power of Santa Belief This Holiday

Retailer Leverages Power of Positivity in Holiday Push

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There's a lot of wishing going around this holiday season, and Macy's is hoping to capitalize on that desire for positivity with the latest iteration of its "Believe" campaign. Now in its ninth season, this year's marketing push centers around the new Santa Project, a social media call to arms asking consumers nationwide to post Santa belief-related photos, messages or videos on Twitter, Facebook, Instagram or YouTube under #SantaProject.

The retailer is debuting a two-minute digital video featuring kids talking about how and why they believe in the man in the red suit. One child calls the North Pole, while others guess about the number of elves in Santa's workshop and the possibility of Mrs. Claus being pregnant. The video then switches to the prospect of not believing in the realness of Santa.

A compilation of certain selected responses from the social media campaign will air in a 30-second TV spot late this month.

"When you look at the internet right now, there is a lot of negativity out there," said Joe Feczko, senior VP-brand marketing at Macy's, in a statement. "We're asking people to come together this Christmas to flood the internet with a groundswell of positivity that preserves belief for kids everywhere."

In preparation for the campaign, Macy's researched the idea of belief and how it relates to childhood development. Working on a study with Liminal Research, the retailer found that such faith and trust is important to critical thinking, creativity and imagination in kids today.

The new push is Macy's first holiday work from Figliulo & Partners, which it tapped in the spring, along with BBH New York, to handle its holiday marketing. J. Walter Thompson had creative duties for Macy's for the past eight years. This also marks the first holiday selling season for Richard Lennox, Macy's new chief marketing officer who was hired from Toys R Us in August.

Read more about the campaign over at AdAge.com.

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About

Credits
Date
Nov 14, 2016
Agency:
Figliulo & Partners
CEO/CCO:
Mark Figliulo
Client:
Macy's
Partner:
Mark Figliulo
Partner, President:
Judith Carr-Rodriguez
Head Of Production:
Robert Valdes
Head of Strategy:
Caroline Krediet
Creative Director:
David Gibson
Creative Director:
Nathan Lennon
Creative Director:
Spencer Lavallee
Senior Producer:
Jill Landaker
Senior Producer:
Mahir Hossein
Producer:
Sam Pasquesi
Associate Producer:
Jennifer Hart
Designer:
Christina Hillman
Senior Social Strategist:
Ben Lebowitz
Analytics:
Quaison Carter
Director of Project Management:
Christine Austin
Account Director:
Emily Lalime
Account Executive:
Ryan Linner
Production Company:
Park Pictures
Director:
Daniel Mercadante
Director:
Katina Mercadante
Executive Producer:
Jackie Bisbee
Executive Producer:
Scott Howard
Producer:
Colin Moran
Editorial Company:
Cartel
Editor:
Leo Scott
Assistant Editor:
Vanessa Yuille
Managing Partner:
Marc Altshuler
Executive Producer:
Lauren Bleiweiss
Producer:
Cristina Matracia
Post Production House:
The Mill
Post Production House:
The Mill
Producer:
Colin Moneymaker
Producer:
Colin Moneymaker
Colorist:
Michael Rossiter
Colorist:
Michael Rossiter
2D Lead:
Jeff Robins
2D Lead:
Jeff Robins
Audio Company:
Mr. Bronx Audio Post
Audio Producer:
Claudia Gaspar
Mixer:
Eric Hoffman
Production Company:
Leroi
Director:
Josh Senior
Director:
Brian Leitten
Producer:
Shelley Cheung
Production Company:
Smartypants Pictures
Director:
Joshua Seftel
Producer:
Anna Bick Rowe
Production Company:
Hungry Inc.
Director:
Brady Donnelly
Designer:
David Mitchell

See more credits

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