Deconstruct #1 Macy’s to “Go Red” for Ninth Year!

Macy’s kicks off a campaign including wear red sale, in-store red-inspired events as well as various social media events to raise fund for American Heart Association’s Go Red for Women movement for the ninth year. For each heart shared from Macy’s Facebook page and each followers tweeting #heart@Macys from Feb. 1 through Feb. 14, Macy’s will donate $2 to American Heart Association with a maximum donation of $250,000 for both Facebook and Twitter participation.

It is a good way to show the corporate social responsibility of Macy’s. Also Facebook and Twitter $2 donation would give the audience a sense of participation and contribution. This campaign would involve Macy’s stakeholders, such as customers, investors and also audiences from NPO side. Since American Heart Association’s campaign aims at raising women’s awareness of heart disease, the audience is exactly the target that Macy’s want to pitch. The cooperation within AMA and Macy’s is perfect. Women’s fashion blogs, magazines, NPO media channels would be proper media channel for the news.

I would suggest the Macy’s campaign also take advantage of Valentine’s Day, planning some specific event and online campaign on Feb. 14^th.

Here is a direct link to the wire:

http://www.businesswire.com/news/home/20120123006391/en/Macy’s-“Go-Red”-Ninth-Year%21