Macy’s Tentpole Campaign Cycle
Campaign planning goals, targeting + design alignment.
Macy’s has a reoccurring campaign cycle for what they call a tentpole job. These campaigns are Mother’s Day, Father’s day, Holiday gifting, and Valentine’s day.
Challenge
Hero Campaigns have a two-part cycle that lasts 4-6 weeks. The cycle started with an editorial hybrid launch then tappers off to a value structure. During this time paid media must alight with print and site experience to ensure a seamless customer journey.
Process
Step 1
Review media plan
Wireframe out media plan
Request vendor templates and find out their needs.
Step 2
Meet with marketing and creative leaders teams.
Review content and how well it works with the media plan.
Give recommendations
If shooting for new for digital. I give specs and recommendations.
Step 3
Final approval from marketing and creative leads on alignment.
Step 4
Final production and delivery of assets.
Final check of internal and externally produced assets for launch
+560 assets
Campaign elements can have over 10-20 individual jobs depending on the media strategy
Base Media Plan of Display teams responsibilities.
Standard display
For Hero Messaging
gifts under $25
gifts under $50
gifts under $100
luxury
2 jewelry
2 watches
2 beauty
Vendor/publisher
Kargo
Bustle Digital Group
often tba with late changes
Dynamic contented ads
Targeting
For her
For him
For anyone
Sub Categories
gifts under $25
gifts under $50
gifts under $100
luxury
Our team has come to rely on Tesia’s wireframes and checklists to help us better understand new initiatives, enabling us to create more impactful assets. Tesia, on many levels, is one of the best partners and creatives I have had the pleasure of working with.
— Melissa Sheehan Marketing Director, Center Core at Macy's
For these campaigns, there can be 3 parts for messaging. With a combination of HTML, native, dynamic creative, and high-impact units.
Editorial Cycle
Standard display media
4 frame Html display ads in 7 sizes
High Impact Units
Vast Media, Bustle digital, and Kargo high impact units
+15% total budget
Paid Media Strategy
Final Media Plan
HTML + native
2 Gift Finder
2 jewelry
2 watches
2 beauty
High impact units
Kargo
Bustle Digital Group
Vast Video
Dynamic creative
Hero messaging with curated content based on targeted price points and segmentation
Final Media Plan
Targeting
For her
For him
For anyone
Sub Categories
gifts under $25
gifts under $50
gifts under $100
luxury
Promo Cycle
During this time it moved into only dynamic content with native and audio media plan.
Vendors media math and criteo,
These are big jobs.
Planning& partner
alignment is critical.
The results
Strong digital work with a seamless customer journey. While hitting all the goals of the various marketing targets.
My recommendation sculpt a stronger campaign through creative and media recommendations. I also reduced repetitions of assets. As well as making stronger dynamic creativity with understanding how the creative matrix works.