Dive Brief:
- Macy’s ran its "The Santa Project" campaign through December and ended up generating 7.3 million engagements, per a company press release.
- Expressions of belief in Santa were shared by consumers with the hashtag #SantaProject on social media, with a total of 2.5 million tweets, Instagram posts and letters to Santa, along with visits to Santa at Macy’s Santaland and the campaign's website. YouTube content about The Santa Project generated 4.8 million views.
- “Expressions of belief came in many forms, from marching band performances and throwback photos with Santa, to videos by some of today’s biggest stars," said Joe Feczko, senior vice president of brand marketing for Macy’s, in the release. "Through this campaign, we aimed to change the landscape, bringing all of the positive stories of Santa to the forefront so that they can be enjoyed for years to come.”
Dive Insight:
When Macy's first announced The Santa Project in mid-November, it stood out as an example of a brand approaching the gloomy post-election period with a more positive, warm attitude. Given the scope of impressions generated, the effort was successful in connecting with millions who were eager to get into the holiday spirit.
The Santa Project was also smart in taking a customer-first approach, sourcing its content from social media shares and demonstrating how the channel creates a two-way street between brands and their fans. Instead of starting as a TV ad with a hashtag attached, the campaign put its roots firmly in social, with user posts then being cut together into a commercial spot.
Getting regular customers directly involved in marketing can be a strong tactic for growing loyalty and a feeling of inclusivity. AT&T is similarly putting on a Santa-themed Facebook Live event Friday afternoon that directly gives thanks to those in its loyalty program, telling their stories via the streaming format.
