# Back-to-School Social Media Marketing Macy's Taps TikTok and Snapchat for an Engaging Campaign By Kalin Ned | Published 2019-12-09 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/engaging-campaign References: [mobilemarketer](https://www.mobilemarketer.com/news/macys-back-to-school-push-debuts-with-snapchat-shopping-tiktok-challenge/560292/) & [youtube](https://www.youtube.com/watch?v=agPkSDIzNCU) 'All Brand New' was an engaging campaign that was launched on social media platforms by [Macy's](https://www.trendhunter.com/trends/macys-mstylelab). The popular retailer took advantage of the reach that brands like [TikTok](https://www.trendhunter.com/trends/tiktok-soundon) and [Snapchat](https://www.trendhunter.com/trends/tryon-haul-lens) 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 ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 35% | Activity: 45% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Youth-oriented Marketing:** Businesses can tap into the younger generation's engagement on social media platforms for their marketing strategies. - **Innovative Social Media Campaigns:** Businesses can create more engaging marketing campaigns by integrating their products through mentions and product placements on social media platforms. - **Interactive Challenges:** Businesses can promote engagement with their brand by creating interactive challenges for users on social media platforms. ### Sectors Adopting This - **Retail:** Retail companies can leverage social media platforms for their marketing campaigns to reach a younger audience and increase sales. - **Entertainment:** Entertainment companies can partner with social media platforms to create original content and engage with their audience through interactive features. - **Marketing and Advertising Agencies:** Agencies can expand their services by offering innovative social media strategies for brands looking to connect with younger generations. ## Related on Trend Hunter - [Musical Back-to-School Campaigns](https://www.trendhunter.com/trends/tiktok-soundon.md) - [Gen-Z-Focused AR Campaigns](https://www.trendhunter.com/trends/tryon-haul-lens.md) - [Back-To-School Fashion Campaigns](https://www.trendhunter.com/trends/backtoit-campaign.md) - [Gen Z-Centric Campaigns](https://www.trendhunter.com/trends/shift-happens.md) - [Gamified Back-to-Campus Campaigns](https://www.trendhunter.com/trends/uo-haul.md) - [Music-Inspired Retail Campaigns](https://www.trendhunter.com/trends/summers-greatest-hits.md) - [Music-Driven Snack Campaigns](https://www.trendhunter.com/trends/tiktok-experience.md) - [Low-Cost Back-to-School Campaigns](https://www.trendhunter.com/trends/target-backtoschoolidays.md) - [Gen Alpha Marketing Campaigns](https://www.trendhunter.com/trends/claires-tiktok.md)