Retail chain Macy’s debuted a 30-minute shoppable TV ad on NBCUniversal’s Peacock platform for four days over the Thanksgiving weekend. Macy’s dubbed the spot the “Macy’s Parade of Deals with Jill Martin,” riffing off its namesake Macy’s Thanksgiving Day Parade.
Martin is a TV personality on NBC’s Today Show and regularly hosts the “Steals and Deals” segment that features products for sale. Over Thanksgiving weekend, Martin selected giftable items from Macy’s to feature during the shopping segment. The ad debuted on the Wednesday before Thanksgiving, Nov. 27, and Macy’s made it available through Saturday, Nov. 30.
Martin chatted about her selections, such as home goods, toys and apparel, and viewers could scan a QR code that linked shoppers to Macys.com to buy the item.
Macy’s declined to share sales data but said it tracked completion rates, visits and sales. Macy’s head of content Jen Brown tells Multichannel Marketer’s sister publication AdExchanger that the data from the ads help inform it’s other ads.
“In real time, we’re watching the numbers go up, and you can kind of see what products and what deals are really resonating with our customers,” Brown said. “Then, we can use those learnings to start programming other channels as smartly as possible.”
Macy’s decided to have the special run on a streaming service because it could highly target its audience.
“If we’re going to get super specific in the bull’s-eye of our target audience of that 35- to 45-year-old mom, that’s where she is,” Brown said.
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