Macy's sells youth on idea of activism

Macy's is partnering with DoSomething.org, one of the US' largest youth activism organizations, to encourage young people to volunteer for good social causes.

Companies: Macy's; DoSomething.org
Campaign: Raise your phone and rock your cause
PR agency: In-house
Launch: August 8

Objective: Macy's is partnering with DoSomething.org, one of the US' largest youth activism organizations, to encourage young people to volunteer for good social causes. "Raise your phone and rock your cause" will motivate and reward the next generation of activists for getting involved.

Idea: To raise awareness and empower young people in creating a culture of volunteerism through social media outlets and in-store promotions.

"Macy's has a long history of giving back, but this year we wanted to create something new and unique for our Millennial customer," says Holly Thomas, VP of media relations and cause marketing at Macy's. "Using the latest technology, we are engaging with this customer through mobile and social platforms, with the goal of inspiring them to consider youth volunteerism/activism."

Tools: DoSomething.org is on track to activate 2 million young people to participate in its programs. Macy's will provide special scanners in the mstylelab youth departments of its retail stores to help support the outreach.

When customers scan an item, Macy's will automatically donate $1 to DoSomething.org, up to $250,000 maximum, and provide information on doing more to help their community. Apart from in-store efforts, every "like" on Macy's mstylelab Facebook page will also trigger a $1 donation.

"In addition to the exposure in 675 Macy's stores through in-department signage in mstylelab, you will see this partnership in fashion magazines, online, social media, direct mail, and newspaper inserts," Thomas says.

Measurement: Social media participation, including Facebook "likes," will be measured and directly linked to cash donations to DoSomething.org. "The quality of her participation and engagement, the 'stickiness' factor (is she talking about it, sharing it, and so on), and the depth of her dialogue with us or DoSomething.org will all be part of our measurement of this program," Thomas adds.

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