Give, Get and Save the Rainforest - Macy's & The Nature Conservancy
To complement their 2012 Spring “Brasil” marketing strategy, Macy’s partnered with The Nature Conservancy to create “Give, Get and Save the Rainforest” to both generate awareness, support and funds for the Brasilian Amazon Rainforest and drive sales for Macy’s through a point of sale cause marketing promotion.
From direct mail to radio spots, in-store signage to receipt messaging, ‘Give, Get and Save the Rainforest’ was promoted across all internal and external platforms of both partners.
Macy’s sold a $3 shopping pass in all stores to customers in late May with 100% of the sales of the shopping pass donated to The Nature Conservancy, while the customer received a 15-20% discount on their purchase.
In order to engage and educate Macy’s associates about The Nature Conservancy and its work in the Brasilian Amazon, the Conservancy encouraged chapters to visit their local Macy’s stores to engage, educate and inspire internal staff, visiting more than 320 Macy’s stores and reaching about 10,000 store associates in total. Bracelets in the colors of the Brasilian flag were offered to the sales associates when they met their goals of selling a designated amount of shopping passes and top sellers were awarded prizes from The Nature Conservancy.
In just 15 days, Macy’s raised more than $3 million from customers through the sale of shopping passes – 309% to goal.