Macy’s Reignites Believe Campaign with The Santa Project

An extension of its annual Believe campaign, The Santa Project by Macy’s is being run on Twitter, Facebook, Instagram and YouTube.

Macy’s has rolled out The Santa Project, a movement targeting its American audience, while aimed at filling the digital space with positive affirmations of belief. To participate, fans will be able to post a #SantaProject message, photo or video across the brand’s social media channels.

An extension of its annual Believe campaign, the initiative is being run across Twitter, Facebook, Instagram and YouTube. Capturing the Christmas spirit through a child’s eyes, a choice selection of responses will be featured in the retailer’s television commercial debuting in December.

The Santa Project will come to life in a short film featuring children as they discuss what it means to believe in Santa. In addition, a television commercial will air during Macy’s Thanksgiving Day Parade, inviting America to respond, to signal its official kick-off to the holiday season.

The project was co-created by Figliulo&Partners. An additional qualitative study was conducted with 40 children aged between six and nine years old to study belief in Santa. Interviews showed that belief in Santa can build family traditions as well as instil ideas of morality and generosity.

“The story of Virginia O’Hanlon and the importance of believing have been the inspiration behind our iconic holiday campaign for the past eight years. This season, we want to boost the spirit of Santa for future generations,” said Joe Feczko, SVP of Brand Marketing for Macy’s.