Social media sites such as Youtube have been creative avenues for people to express their views on fashion, current affairs, food, life, politics and even music. ‘Vloggers’ have become so influential because of their humor, eccentric style and ability to bring something creative and new to the table. Because of their influence on young consumers, companies have sometimes reached out to these Youtube personalities asking them to showcase their products using their unique style and persona.
Macy’s did this to target its Millennial customers through Youtube. They contacted 4 Youtube personalities with different styles and asked them to come up with content that reflects their perception of Macy’s. It is interesting to see how these 4 stylistas were able to promote Macy’s beauty products, accessories and apparel in their own way. I believe that Macy’s Youtube campaign is effective in touching younger consumers since vloggers are influential part of media today. The 4 vloggers have nearly 2.6 million subscribers and 303 million views. That is a huge potential to increase Macy’s brand awareness. In addition, subscribers’ WOM from these videos can become beneficial in attracting future Macy’s shoppers. Creative videos which model the apparel and beauty products also inspire other fashionistas to join in on the vlogging trend.
Overall, I believe that Macy’s strategy of reaching out to influencers is a wonderful idea to target its younger demographics and hopefully increase sales. I hope to see more companies doing this trend in the near future.
Here are some of the Youtube videos by Macy’s and the vloggers
