Lady Gaga & Elton John's ‘Love Bravery’ for Macy's
For the launch of Lady Gaga and Elton John’s new charity, Macy’s partnered with the duo to create an omnichannel campaign and product range, Love Bravery, to “inspire compassion and combat prejudice.’ Macy's mission was to generate awareness and drive sales of the collaboration while building brand awareness and loyalty with a new millennial fan base.
PARTNERSHIP LEAD, CONTENT CREATOR & PROJECT MANAGER
Successfully pitched the concept to Lady Gaga and management team, generating their buy-in to produce product
Designed, bought, forecasted, recapped sales, and drove all marketing and PR activations for the 150 store & Macys.com campaign
Managed the product life cycle
Created mood and trend direction for all product
Designed visual elements and fixtures of the shopping experience
Implemented the social media strategy
Collaborated with PR on launch activation and created creative skateboard meet-and-greet ticket
The campaign drove almost a billion social impressions and a million + in sales. As a result of the collaboration’s success, I laid down the foundation for a new Multi-million dollar gifting department for Macy's and Macy's.com and created awareness amongst the artists's fans that Macy's is a destination for Millennials.
