Macy’s Thanksgiving Day Parade
Increasing buzz and viewership
The Macy’s Thanksgiving Day Parade is a timeless tradition that needed a shot in the arm to remind families of the excitement, nostalgia, and importance of gathering around Thanksgiving morning to view the event. To ensure future generations hold onto this Thanksgiving staple, Macy’s asked Everywhere to tap into the parade’s biggest fans and natural advocates to create buzz about tuning in.
To create conversation and social media buzz, Macy’s teamed up with Everywhere Agency to amplify digital conversation around this special day. Our goal was to increase viewership and build anticipation for the opening number featuring Gwen Stefani in a star-studded performance of “Dancing In The Street”! Everywhere Agency leveraged a two-prong approach by sourcing a group of content creators to tell the story through compelling long-form blog posts about the nostalgia of the parade and another set of social media influencers with an audience of 80K followers each across their platforms to encourage tune-in at 9 a.m. to catch the Macy’s Thanksgiving Day Parade!
The combined result of using bloggers and social media influencers was a resounding success with 575 posts and 49,443 interactions accumulating over 164 million impressions! There were widespread comments of intent to watch the parade and overall high positive sentiment.
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