SOURCE: RepNation

March 26, 2007 09:00 ET

Macy's Leverages Peer-to-Peer Marketing to Reach New Demographic

American Rag Brand Utilizes RepNation's Consumer Powered Media Channel on College Campuses

NEW YORK, NY -- (MARKET WIRE) -- March 26, 2007 -- RepNation today announces that its Consumer Powered Media (CPM) channel is powering Macy's recently launched peer-to-peer marketing campaign. The "American Rag Campus Squads" campaign is designed to leverage the personal interactions of college students on eight campuses across the country to promote the retailer's American Rag Brand -- a fresh, fashion-forward line for girls seeking style and value.

Realizing that it's increasingly difficult to reach college students through traditional channels in this socially networked, user-generated world, Macy's chose to have this influential demographic participate in its campaign. By tapping into RepNation's CPM network, Macy's was able to identify a network of college students that were American Rag enthusiasts and has hired them as brand ambassadors. The ambassadors are carrying out the tactical execution of the campaign, ensuring that college students were learning about American Rag in the most powerful way possible: directly from their peers. The goal of the campaign is to boost sales of the American Rag brand at Macy's department stores located in the vicinity of the eight college campuses.

"There's been a tremendous shift in the way marketers think about reaching consumers. It's no longer about reaching as many people as possible through a mass media campaign," said Nancy Slavin, SVP, Marketing, Macy's Merchandising Group. "It's about marketing with consumers instead of at them, and only RepNation's network of brand ambassadors gives us that ability. Macy's is marketing with college students and engaging students in the process from start to finish."

One of the central aspects of the American Rag campaign will be the "Design an American Rag Print" contest. Brand ambassadors will promote the contest around campus, encouraging their peers to design a print they feel suits the American Rag brand. The user-created prints will then be uploaded to www.americanragcampus.com, where students will be able to vote for their favorite print. Once voting concludes, the winning print will be reviewed to be placed into production as part of the official American Rag line.

As a part of the campaign, RepNation and Macy's also created the "Be.Your.Self: Campus Looks" marketing initiative. This program will start with an open casting call on campus for students interested in being photographed for an American Rag catalog. Macy's will then bring in a professional photographer to each campus to photograph students in American Rag gear. The end result will be a custom campus looks catalog featuring only on-campus students.

"Every step of the way, RepNation looks to engage consumers in the marketing process to ensure that the brand's message is delivered in a way that is meaningful to each individual consumer. Traditional mass media campaigns cannot provide that impact," said Brandon Evans, managing director and partner of RepNation. "With the American Rag campaign, we will be able to get in on the ground level with college students and engage them in the entire process."

About Macy's

Macy's, the largest retail brand of Federated Department Stores, Inc., delivers fashion and affordable luxury to customers at more than 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam. Offering distinctive assortments including exclusive fashion and home brands, Macy's stores are operated by seven regionally based retail divisions -- Macy's East, Macy's Florida, Macy's Midwest, Macy's North, Macy's Northwest, Macy's South, and Macy's West -- and an online store at macys.com.

About RepNation

RepNation is shaking up the world of traditional marketing with the world's first Consumer Powered Media (CPM) network. The RepNation CPM network enables companies and agencies to reach consumers via the personal interactions of their peers, in contrast to traditionally impersonal mass media. RepNation offers five innovative campaign types and patent-pending technology, providing a new communications channel for innovative marketers to leverage the next wave of media, which can be deployed as easily as conventional marketing. Companies that have utilized RepNation's CPM channel for powerful, quantitative results include Microsoft, JetBlue and Victoria's Secret. The Company is headquartered in New York City. To learn more about RepNation, visit www.repnation.com.

Contact Information

  • Corporate Contact:
    Brandon Evans
    RepNation
    (212) 779-4049
    Email Contact

    Agency Contact:
    Megan Lane
    SHIFT Communications
    (617) 681-1254
    Email Contact