The back-to-school shopping season is already well underway and Macy’s has taken a unique approach. The department store is working hard to appeal to the younger generation by incorporating social media like TikTok and Snapchat.
All Brand New Campaign
The integration of Snapchat and TikTok are part of Macy’s “All Brand New” campaign. This campaign also features TV and digital spots. The goal of the campaign is to celebrate self-expression and individuality while promoting the company.
How Macy’s Using Snapchat
Macy’s is the exclusive sponsor of Snapchat’s original series, ‘The Dead Girls Detective Agency’ for season three. As such, the brand will be in the mentions and have product placements within episodes.
Macy’s will also be part of Snapchat’s first activation of the ability to swipe up to shop. This will give viewers on the mobile devices the ability to shop for back-to-school clothing and accessories via interactions with the Snapchat commercials that cannot be skipped.
How Macy’s Is Using TikTok
On TikTok, Macy’s issued the All Brand New Challenge. This challenge encourages kids to record videos as a way to provide inspiration for back-to-school style. This campaign is the result of a Macy’s collaboration with Major Behavior, a creative agency.
Plenty of Social Media Activity
The announcement of the Snapchat and TikTok campaigns is not a huge surprise from Macy’s shoppers, as the brand has been making social media a priority. The retailer launched an experiential campaign that was mobile-based in May, encouraging the use of smartphones to get codes in specific spots for style boards.
What It Tells Us About Marketing Tactics
Macy’s use of Snapchat and TikTok shows us just how much the advertising and retail landscape has changed. It is no longer easy to reach younger shoppers via print and TV, so Macy’s is going to the apps those young shoppers use.
This shows a high level of adaptability from the company and may pave the way for other companies to do the same thing. In fact, Macy’s is far from the first major company to use TikTok and Snapchat as advertising platforms.
Chipotle Mexican Grill has already had two different challenges on TikTok that successfully spread among customers. Uniqlo also had its own campaign, which was similar to the planned Macy’s TikTok campaign. The Uniqlo one encouraged customers to post videos wearing clothing from the brand.
More brands are likely to incorporate Snapchat and TikTok into their campaigns in the future, as those are among the most popular social media platforms.
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