Believe. A holiday cause marketing campaign with a big heart.

Starting with the 2008 holiday season, Macy’s has presented its Believe campaign.  It is so well done and exactly what you would expect from the store of “Miracle on 34^th Street” and the Thanksgiving Day Parade. The campaign theme derives from the story of “Yes, Virginia, there is a Santa Claus.”  According to Macy’s, “Believe captures the heart of the holiday with a season-long effort that elevates the message of goodwill and generosity through an uplifting campaign to benefit the Make-A-Wish Foundation.”  The message encourages children to write letters to Santa and mail them at their local Macy’s store.  For every letter mailed, $1 will go to the Make-A-Wish Foundation up to $1 Million dollars.  Make-A-Wish is one of my favorite organizations and I am glad that Macy’s is continuing to partner with them.  The program is so organic, so warm, and well integrated from in store décor and Believe Stations, advertising, events and even a Make-A-Wish child’s wish being granted as a voice in the “Yes Virginia” animated DVD.  To keep the concept fresh, this year they introduced Macy’s Celebrity Tree Auction.  14 Macy stars from Ralph Lauren to Michael Kors have designed trees.  The Emeril Lagasse tree is designed of pots and pans and the Greg Norman tree is inspired by golf clubs.  Proceeds go to Make-A-Wish and the designs are inspired by products that you would find at Macy’s. The online auction is creating a buzz around each tree, the designers and the bids.  As someone who has executed cause marketing campaigns, I watch what is out there closely.  From their relationship with Make-A-Wish, the products they sell and their brand essence, Macy’s Believe campaign is one of the best, well integrated and authentic campaigns I have seen. I believe!