Macys Strives to Activate Millennials

DoSomething.org was a beneficiary of donations from Macy’s as well as other benefits that were attributed to the campaign. The level of awareness was a significant gain through the campaign. Additionally, DoSomething.org was also expected to gain in terms of funding in their organization. The funding was aimed at facilitating their full engagement and as an enabler for more young people to meaningfully engage in the activities of the program. The participation of the young people in the campaign was aimed at making higher echelons of impacts to the communities. The campaign was also intended to increase the connectedness of DoSomething.org to Macy’s and thus offering more opportunities for their participation in volunteer work in their respective regions. The young people were also expected to benefit from the opportunities of finding out the ways of taking appropriate actions around the issues that affect them including environmental matters and bullying that affect the local community.

The pairing that led to the corporations between Macy’s and DoSomething.org could be regarded as logical since both parties derived significant benefits from the undertaking. As far as Macy’s was concerned, their responsibility was the creation of awareness of DoSomething.org. Macy’s also made a significant contribution to DoSomething.org through donating some money that supported the cause. This was also an indication of the commitment that Macy’s had in giving back to the community through corporate social responsibility. Macy’s also indicated their involvement in the community that in reciprocation brought more consumers to the organization while DoSomething.org got mutual benefits in terms of the donations as well as increased awareness. It is therefore evident that both parties derived satisfaction from the partnership, implying a logical pairing and corporation and cause.

It can be logical to suggest that the campaign made proper use of the most important social media tools for the success of the campaign. The use of Facebook, the QR codes and the Public Service Announcement — PSA together with the in-store face of the campaign that utilized common celebrities such as Nick Cannon along with Kelly Osbourne were articulate choices of social media tools. The role of engaged celebrities was the encouragement to the youth to engage more in volunteering as they get back to their routine in school. However, the involvement of more social media tools could also contribute significantly towards the success of the partnership. These could entail formation of WhatsApp groups, LinkedIn and twitter. The contribution of the social media tools in the success of the campaign is to increase the level of participation and attract more young people to join the cause. This is through creating higher echelons of connectivity from a virtual perspective. The other motive was to reach as many youths as possible to participate in the program and subsequently identify the avenues of taking appropriate action to support the causes concerning the issues that they are most passionate about.