Macy's - Tweet If You Believe
In a groundbreaking campaign blending real-time engagement with heartfelt storytelling, Macy's partnered with Make-A-Wish to grant 50 wishes for terminally ill children across the country in a single day. I was Creative Lead and writer on this campaign, which involved creating an online hub where moments of wish fulfillment were captured and shared in real time via Twitter (now X) and Instagram. The entire nation was invited to participate in and support these stories as they unfolded, fostering a deeply emotional and communal experience.
I also created a real-time adventure on X, allowing followers to engage directly with the event. The campaign culminated in the creation of the world's longest letter to Santa, composed of thousands of children's wishes and recognized by Guinness World Records. A "real" Elf then embarked on a cross-country journey to deliver this letter to the North Pole, with his adventures documented and shared in real time on X as he went. This involved traveling across America, setting up entertaining situations, recording and editing footage on the go, and consistently uploading content to keep the audience engaged. The campaign successfully integrated awareness, engagement, and emotional connection, making it a memorable and impactful full-funnel marketing effort. Any kid who snapped a photo of him and posted in out our X feed was rewarded.
Kids across the country really loved Gadget and we sculpted a reality show around him with a narrative where he overcomes his fears and self doubts as he travels outside the North Pole, which ended up inspiring a lot of kids. Some families even invited us to their homes for dinner as we travelled with him. Everywhere we went, we were greeted with love and warmth. It was a great experience.
