Macy’s G150 Campaign

G150 was an initiative to update old stores, bring new brands and experiences to select stores.

This was a awareness campaigning form customer about changes in there local Macy’s.

Assets the possibilities.

Was this going to be built in-house or vendor?
Is dynamic geo-target display option?

But, The answer is! In-house build.

Why? Vendor relationships and budget are decided before display team involvement.

Next step

From my knowledge of how dynamic display works I approached the dev team to see if we could build a in-house automaton based on the same principles on dynamic display.

Last

Setting up logic Matrix and defining Responsible Set Up

Roles

Display - Structure, workflow and final production.

Strategy - Store number name and feature.

Copy – Copywriting, editing, and entering the text in the matrix.

Column Structure for creative matrix

A Store Number
B. Store name
C. Localized messaging
D –J. Local store features

The display team was asked to consult on the design to finalize for launch.

Recommendations for production

• Larger image area.

• New Macy’s digital first logo

• Cleared and bold typography.

• Single fonts to work better with template dynamic build.

• Final dynamic template build

We did achieve the goal on time of 246 ads in 3 weeks from design to delivery.

This was possible with upfront planning and clear role responablities.
Using tech wisely to do the heavy lifting.

Time to pivot

The first round of creative underperformed for a number of reason.
At this point the display team took over all creative control of this project.

The original concept was marketing leading pushing hard on copy to tell customers what’s new. Marketing had the expectation people pay attention to the ad to read all the content.

We went for more Instagram story ads are set up. We changes the narrative to be simple and clear with image editing and open up the design.

We also saw from the heating map people clicked on the logo more than cta.