Recently, Macy’s ran an interactive scratch promotional campaign through their Facebook page featuring a new boutique within their stores. From our perspective, it was a way to build buzz and bring attention to not only the Macy’s brand but the new boutique offering as well.
After doing a bit of research about Macy’s social media and advertising strategies, using a scratch campaign appears to be a natural fit. As a company, they are very familiar with their target market. They know that this ideal customer spends a fair amount of time on image heavy social channels– Facebook, Instagram and Pinterest.
As social channels become more visual, authentic images become a more effective way to communicate with customers. Being able to shop and make purchases within social media channels is becoming available and customers seem to be taking advantage.
But can it be done in a news feed?