Macy's campaign leverages social media to reach millennials

02/21/2014 | Mobile Marketer

Macy's is targeting millennials with a social campaign that offers exclusive music, videos, contests and musician appearances. The American Rag campaign includes Facebook and Instagram, which "give Macy's the best chance to reach millennials with the type of program -- a contest and a range of content types -- that is usually very hard to promote affordably and effectively through static and more traditional media," said Eric Bader, chief marketing officer of RadiumOne.

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