Caused-related marketing – case study

Campaign: Believe

Campaign: Believe

Client: Macy’s
WPP company: JWT, New York

For Macy’s 2008 Holiday Campaign ‘Believe’, JWT New York asked young and old alike to write a letter to Santa Claus and mail it at Macy’s. For the first million letters collected, Macy’s donated one dollar to the Make-A-Wish Foundation, an organisation that fulfils the wishes of children with life-threatening illnesses.

Special stations, complete with writing desks and mailboxes, were constructed in every one of Macy’s more than 800 stores nationwide. A star-studded cast of Macy’s designers told the story in television commercials. The campaign received widespread media coverage throughout the holiday season.

In only seven weeks, over 1.1 million people visited Macy’s to mail their letter to Santa. In a holiday season when most charities suffered declines in contributions, the Make-A-Wish Foundation reported a 7% increase in donations, which they attributed to the Believe campaign.