Campaign: Buy 1 and We’ll Give 1
Nonprofit Partner: Clothes4Souls
Launch Date: October 28, 2013
Macy’s has announced a new buy-one-give-one (BOGO) cause marketing campaign called “Buy 1 & We’ll Give 1”. Running from Oct. 29 through Nov. 2, Macy’s will donate one coat, up to 30,000 coats, to anti-poverty organization Clothes4Souls, for every coat purchased in the men’s, women’s, juniors’ and children’s outerwear departments in Macy’s stores and on macys.com. A large selection of men’s, women’s and children’s coats will be offered at a 25% discount for the duration of the campaign.
We’re excited to see cause marketing master Macy’s launch a new-to-season effort with this BOGO format, a first for the retailer (at least in recent institutional memory) according to Holly Thomas, Macy’s VP of cause marketing. The effort will be supported by in-store signage, inclusion in a direct mail book and newspaper ads as well as social media and online. As wide spread as the BOGO movement has become, it’s not often we see retailers picking up on the trend and we’re eager to see how Macy’s cause-trained customers respond.