Macy's Mixes Shopping With Social Video to Launch Its Holiday Campaign

Includes Instagram takeovers and full-screen Facebook promos

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As one of the biggest holiday marketers, Macy's has an intricate advertising plan mapped out weeks in advance before Thanksgiving.

This year, the brand is running three campaigns with different messaging across Facebook and Instagram, which started during the 90th Macy's Day Parade with a 90-second spot dubbed "Old Friends" on Facebook.

"Facebook and Instagram are more than just a lower-funnel sales driver—it's this full-funnel approach that we find so intriguing and appealing to the ad product capabilities," said Serena Potter, vp of digital media strategy at Macy's.



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