Season 15, Ep12: Beyond The Register: Macy’s & BBBS Craft A Legacy Through Impactful Mentorship

In 2022, Macy’s launched its new social purpose platform, Mission Every One, to create a brighter future with bold representation for all.

In support of youth empowerment, a guiding principle of this mission, Macy’s launched a multi-year partnership with Big Brothers Big Sisters (BBBS) to serve young people through the power of mentorship, creating a path for future success and impact that lasts a lifetime.

In the first year of the partnership, Macy’s raised $4.8M for BBBS to create more than 97,000 mentor moments for Littles nationwide by developing an integrated, 360-degree cause campaign that engaged all stakeholders with their shared missions and clear CTA.

In today’s episode, EFG’s Alli Murphy is joined by Sam Di Scipio, Senior Director, Social Impact, Macy’s, Inc., and Deb Barge, CDO, Big Brothers Big Sisters of America, to talk about their incredible partnership.

In today’s episode, we’ll explore:

• The origins of the partnership and Macy’s criteria for selecting a national cause marketing partner
• How the partners created a foundation they could build on year over year
• How the brand gracefully transitioned from one cause partner to another
• Insights into building consumer-facing campaigns
• How to build an authentic, year-round partnership with youth voice, choice, and ownership at the center
• How the partners quickly embedded the partnership in both organizations, unlocking activation and integration opportunities