Believe

[box]

Campaign: Believe

Company: Macy’s

Nonprofit Partner: Make a Wish Foundation

Launch Date: November 6, 2011

[/box]

Campaign Description:

Back for a fourth year of their annual and hugely popular ‘Believe’ campaign, Macy’s is pulling out all the stops. Based on the iconic ‘Yes, Virginia there is a Santa Claus’, the campaign will again donate $1 to the Make a Wish Foundation for each letter to Santa received up to $1 million. Additionally, the partnership will grant 55 wishes across the country, offer a ‘double donation’ day on National Believe Day (December 9th) for letters received, sell 14 specialty celebrity ornaments and host a celebrity tree auction.

Our Take:

Macy’s has poured its heart and giving soul into this campaign and it shows. From the augmented reality features of this year’s in-store ‘Believe Stations’ via a ‘Believe-o-Magic’ app (see video below) to their national Santa Tour, this cause campaign is turning into a holiday tradition in and of itself.