'All Brand New' was an engaging campaign that was launched on social media platforms by Macy's. The popular retailer took advantage of the reach that brands like TikTok and Snapchat had to offer, targeting its back-to-school marketing strategy directly at younger generations.
For Snapchat, Macy's sponsored season three of 'The Dead Girls Detective Agency' — an original for the social media platform. Through this partnership, various Macy's products were integrated through mentions and product placement. Mobile users could use the 'swipe up to shop' feature if they were interested.
The engaging campaign also extends to TikTok, where users could partake in the 'All Brand New' challenge. The interactive initiative encouraged users to share videos of their look for the upcoming school year.
The social media reach-outs was done in collaboration with creative agency Major Behavior.
Image Credit: Macy's / YouTube