Studies

CLIENT: Macy's

CAMPAIGN: Ready to Wear Spring 2009

Flight: April 5 - June 30, 2009

Focus: Kaboodle.com

OBJECTIVE

• Encourage direct interaction and authentic engagement between the Kaboodle community and Macy's products

STRATEGY

• Hearst Digital Media developed a comprehensive program centered upon product integration in a dynamic seasonal editorial destination on Kaboodle

SOLUTION

• Macy's received editorial integration into two of Kaboodle's Seasonal Shopping Guides:
  • RTW Spring: Spring Fashion Guide Sponsorship and Product Integration of 9 Macy's products, including premium placement on the Shopping Guide main page
  • $1,000 Styleboard Giveaway
  • RTW Swim: 6 Macy's swim products were integrated into Kaboodle's Summer Style Shopping Guide

EXPERIENCE

• Macy's products were added to Kaboodlers' lists and were "hearted" by users
• Co-branded media, spotlight units (300 x 60), placement on Kaboodle's newsletter and a dedicated email drove users to the Styleboard Giveaway