Studies

CLIENT: Macys

CAMPAIGN: Editorial Programming Module: Macy's Fall Men's INC

Flight: September 1, 2010 - October 31, 2011

Focus: Esquire.com

OBJECTIVE

• Increase awareness of INC Men's as the leading fashion brand sold exclusively at Macy's
• Drive traffic to the INC Men's page at Macys.com to shop and pre-shop the brand

STRATEGY

• Hearst Digital Media integrated Macy's Fall Men's INC line into Esquire.com editorial content via a unique, first-to-market tool

SOLUTION

• "16 Styles: Fall Fashion Report" Editorial Programming Unit
  • A Pictela unit embedded into Esquire.com's recently launched Style Blog
  • The unit included fashion from the Macy's Men's INC collection with a hand-picked selection of Fall trends from the Esquire editors
  • 3 sponsored slides were dedicated exclusively to Macy's
  • An additional slide showcased Macy's 30-second video
  • Unit was sharable to Facebook, Twitter and other social media outlets, and retained full functionality
• Promotion of the unit included homepage promo player placement and sponsored Facebook posts by the Esquire editors

EXPERIENCE

• Engagement rate was many times higher than Pictela's best perfoming ad unit
• High rate of social sharing