Macy’s Always On Campaign
The marriage of fashion and value in one creative strategy refered to as hybrid.
These campaign are a mix of standard display, Dynamic creative and high impact units.
Making a seamless experiences across all digital channels. that mirror the hero campaign. While setting up standard to reduce cost with vendors.
Hybrid strategy included standard html build, dynamic content, native and unique media with publishers
Challenge
The devil is in the details.
Identify all the piece of the puzzle/problem to solve
Step 1
Review media plan
Wireframe out media plan
assets vendor template and needs
Example: Html5, Dynamic content, Celtra, BDG, Wunderkind, Apex, Google, Yahoo, Who what were and Hulu to name a few.
Step 2
Marketing
Review content and how will it work with the media plan.
Check targeting and segmentation against creative
Give recommendations
If shooting for digital image recommendation
Step 3
Display creative needs
logo
cta
hero imagery
Tagline
Standard Display Build
Standard delivery display has 9 different size ad with up to 30 individual assets.
5 individual html animations built in house.
1-3 frame for native with copy
Vendor: Spark
These units have their own proprietary guides and templates.
Every job is a mix and match of media buys depending on the media agency's recommendation.
High impact units
Dynamic creative optimizations
Design needs a flexible frame work with design rules.
3 second intro
Brand name
Price
Sale price if appropriate
Interaction states
Logo
Hero assets
Tagline or lockup
3-6k for 1 template
Fresh builds vendor cost
To sum it up
As a digital design manager, I revisited Macy’s needs every 3 months while working very closely with all partners.
I built a system for all proven systems that was creatively impactful that ensure quality, efficiency, and cost-effectiveness.