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5th Day of Social Christmas: Macy’s Believe Campaign

December 17, 2010

I love this campaign! It’s so full of heart! Can’t help but smile at the commercial and be warmed by the cause, Make-A-Wish Foundation.

Back for the third year, Macy’s Believe Campaign is raising one million dollars to make wishes come true for children who need hope the most this holiday season.  This year the campaign is taking inspiration from the animated holiday movie, Yes, Virginia. It’s a nice connection between the campaign and movie as they’re both about believing in the spirit of the season to bring dreams to life.

I absolutely adore the Believe campaign’s vintage feel with warm tones and ornate graphics. It looks like Macy’s could have launched it in turn of the century 1900’s instead of three years ago. While the look is decidedly classic, spreading the word is from the social media era.

On the Macy’s Believe site you can write your own letter to Santa and find a Macy’s near you to drop it into the Believe mailbox. Visiting the store is the only way to have your letter counted in the campaign, but it’s not the only way you can contribute.

If you can’t make it the store check out The Believe Challenge on Macy’s Facebook page. Successfully compete the game and another $1 will be to donated to the Make-A-Wish Foundation. Of course, strategically, the game is only available to people who “Like” their page, an increasingly common strategy to pull people deeper into brands’ online spaces.

Like many campaigns there are a ton of ways to share the message. You’ll find the usual Post it, Tweet it, and Email it links on the page.

Other Goodies

This is a pretty deep campaign. There’s the National Santa Tour and events all across the country. Chances are, there’s one close to you. For parents and teachers, there are some great resources to get that letter off to Santa. Activity Guides, School Toolkits, and Santa Stationery will make sure this is a season to remember for the little ones and adults alike.

Could be nicer

I feel like I’ve had to really seek out info on Macy’s Believe campaign. Looks like there’s only the one commercial and I haven’t really seen it shared much. I just haven’t seen much in the way of promotion either through traditional channels or on social media, which is too bad because I love the campaign.

What do you think? Does it make you Believe or Bah Humbug?

P.S. In case Santa is reading my blog, I’ve been a good boy this year. Mostly.

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