Main Character Energy is a huge trend right now among Millennials and Gen Z. If your TG includes these two demographic groups, then you should know what it is and include it in your marketing strategy.
The latest brand to tap into Main Character Energy is Macy’s. Macy’s is a high-end premium retail chain, as we all know, whose clientele consists primarily of older adults. With a multi-channel presence (website, stores and mobile app), they have a range of products that include apparel for men, women and children, home furnishings, cosmetics, jewelry, fragrances, shoes, etc.
Their customers are the slightly older demographic – mainly more affluent women, working full-time, with a disposable income that they spend on clothes, household goods and other stuff.
In a bid to widen their audience base, and include the younger millennials and Gen Z, Macy’s is tapping into what is primarily a TikTok concept, Main Character Energy, as a top-of-the-funnel activity.
Now Main Character Energy, a very common phrase in internet slang and social media refers to the whole idea of doing things that make you happy. It is about investing in oneself and advocating for oneself, confidence, a romanticized picture of life and self-love.
For its latest campaign, Macy’s has teamed up with Sarah Bahbah—a photographer and director, very popular on Instagram, particularly for her unique, dreamy creative direction—and the New York agency, BBDO.
A part of the strategy is to bring this energy – the Main Character Energy – from social media to a TV commercial, which is a 30-second spot featuring various women whose Main Character Energy changes the ordinary and mundane, every day happenings into gloriously whimsical and brightly-colored scenes.
The other part of the strategy is to launch a TikTok event, where customers and Macy’s own “Style Crew” brand ambassadors can show off their distinct Main Character Energy Moments to the accompaniment of audio tracks created by BBDO New York.