The ads that Macy’s ran in this campaign allowed consumers to scroll through a variety of looks offered by each brand and to select one that they prefer. All of the interactions with the ad were captured in real-time. The programmatic media buying platform used the responses to steer the campaign in real-time, automatically zeroing in the most engaged audiences for each look. The responses were also analyzed in aggregate to produce an explanation of each discovered audience that can be used by creative teams to design audience appropriate assets for the following campaigns.

The campaign collected over 10,000 responses, produced 17 detailed audience profiles, and determined the optimal targeting that will be the starting point for numerous subsequent campaigns. While the campaign was not primarily focused on performance it did show that targeting the defined audiences can improve engagement with the brand web site by 68%.