MACY'S MILLION DOLLAR MAKEOVER - We gave makeovers a makeover. When the country needed it the most, Macy's decided it was best to give their consumers more than just an ordinary makeover. This was Macy's Million Dollar Makeover, a competitive reality-TV series that first aired entirely on Facebook. Its success led to the series being picked up for another season by network television. The one-hour show which aired on TLC was hosted by Clinton Kelly and judged by Macy's celebrity designers: Martha Stewart, Tommy Hilfiger and Marcus Samuelsson. The winner of the first show, Amy Ferrell, went on to open a school focusing on the arts. Dylan Gold, the winner of the second season, invested in his furniture business. Taking on this altruistic approach during the economic downfall helped Macy's connect with their consumers in a more relevant way.
The branded entertainment program consisted of over 24 online videos on Facebook and YouTube, a one-hour TV show, print, digital, social, a live event, and PR. The campaign was also shortlisted at The Cannes International Advertising Awards for Creativity.
Production credits: Mark Burnett Productions/Vimby and Michael Davies/Embassy Row