![Own Your Style Hero Image](https://thefoundrynyc.wpenginepowered.com/wp-content/uploads/2024/07/HERO.jpg)
Macy’s wants to be known for having the latest, on-trend styles in fashion, beauty, and beyond.
To help position the leading retailer as the ultimate destination for consumers looking to embrace their personal style, The Foundry created a series of social-first videos and four shoppable digital articles for Byrdie. The dynamic content featured women of varying styles, body types, and budgets across several different communities.
Each article opened with a hero video in which one of four content creators — Rae Hersey, Peggy Jean, Charlene Truong, or Rohma Siddiqui — talked about the nuances of their personal style. After watching the video, users could scroll down the page to see the talent put together five different outfits with clothes and accessories from Macy’s. Each ensemble had a dedicated shoppable carousel, making it easy for readers to recreate the look. Custom GIFs of each outfit brought the articles to life.
When mapping out concepts for this program, The Foundry reviewed internal SEO data as well as trend reports from trusted Dotdash Meredith editors. Those insights were then paired with clothes and accessories available at Macy’s to ensure we were sharing the kind of stories and styles our readers were actively looking for.
Pageviews
Video Views
As a result, the year-long, insights-led campaign drove +267K total pageviews and +4.8M total video views across all pieces of content. High-impact and targeted display media delivered qualified traffic and strong user response with performance above benchmarks across the board, while social posts spread across all four flights earned more than 12.5MM impressions.