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Macy's Goes Big With 'Makeover' Campaign on Facebook

  |  January 12, 2011   |  Comments

Campaign propels brand's Facebook page well past 1 million "likes."

macy-sRetail giant Macy's is offering eight Facebook fans the chance to win a makeover from style expert Clinton Kelly that could ultimately turn into a million-dollar grand-prize package.

Since the campaign's launch, not only did Macy's Facebook page hit the one-million "like" mark, it also gained nearly 40,000 additional likes in the subsequent week, indicating the contest has struck a chord with its target audience.

On December 28, Macy's put out a nationwide call for entries for makeovers from Kelly, who has worked with Macy's since 2005 but is perhaps better known as the co-host of TLC's makeover show What Not to Wear. The contest remains open through January.

To enter, fans must "like" Macy's and then fill out a lengthy online application that asks entrants to provide personal, Facebook and YouTube URLs as well as to include information about how they - and their friends - would describe their style; how they would describe their wardrobes and what is missing from them; how their existing wardrobes have presented challenges to their everyday lives; what their dream jobs are; and so on. Entrants must also include photos or a video.

From there, Macy's will select its finalists, although the specific criteria are unclear. Macy's rep Holly Thomas says, "We are looking for inspiring individuals with interesting stories – people who could really benefit from this incredible opportunity."

The eight contestants Macy's selects will be flown to New York for their initial makeovers.

Each finalist's personal story and makeover will be filmed and posted on Macy's Facebook page for an open voting period that will begin in March.

The videos will be posted two at a time for four weeks. The video that receives the most votes each week will proceed to the semi-finals in April. Similarly, the two videos from the semi-finals that receive the most votes will compete in the finals round – with a victor emerging with the grand prize makeover in May. According to Macy's, the ultimate makeover will include $1 million worth of "products, services, cash and experiences to transform the winner's life."

Martine Reardon, EVP of marketing for Macy's, said in a written statement, "Macy's Million Dollar Makeover with Clinton Kelly is a continuation of our efforts to help customers put it all together – from their fashion to their homes to their lives."

The campaign is a result of fan outreach last year when Macy's posted a question asking women what they would do if they could have a few good minutes with Kelly.

"We received more than 2,000 responses in two days about how they could use his advice and that sparked an idea that maybe we could take the concept of a makeover with [Kelly] and amplify it," Thomas says.

According to Thomas, Macy's had just shy of one million likes prior to the campaign's launch on December 28. A post on January 3 celebrates reaching one million fans. As of Monday afternoon, the brand had nearly 1,040,000 fans.

To enter, you must go to Macy's Facebook page and "Like" it and then fill out an entry form by Jan. 31, 2011.  Here is the link: http://www.facebook.com/Macys 

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Lisa Lacy

In addition to ClickZ and Search Engine Watch, Lisa's work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

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