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Extend School Grants Impact Through UGC Content Distribution Influencer “Celeb” Integration Early Morning Radio & TV Celebrity Gift Guide HERALD SQUARE EVERYWHERE #perfectgift TV UGC Shazamable Parade Instagram mstyle Council Social Utility F&F Hub Parade Check-In Rewards Parade Pinning Parade Companion App Parade Promoted Trends Parade Routes Mobile Local Mobile Audio Millennial Hub Macy’s “Traditions Tracks” Channel Macy’s Curated Holiday Movies New & Old Everywhere to Herald Square User Photos House Decorating Contest Macy’s Parade Bonus Content: “Making of the Balloons” Video FRIENDS & FAMILY Promoted Account Follower Engagement PERFECT GIFT THANKSGIVING WEEK Digital AMNET F&F Hub Millennial Hub UGC #believe “Share Your Traditions’ Videos Bought Media Earned Media Owned Media “Traditions Tracks” Takeover Social Utility Social Specials Locator Perfect Gift Promoted Trends Digital AMNET Believe Mobile #everywhere mstyle Council Mobile Circular mStyle Council Podcast mStyle Council Curated Playlists UGC User Generated gift guide videos Celebrity Pinning TV In-Store Local Mobile Circular Hyperlocal Mobile Circular Discovery & Rewards Video Yes, Virginia Content Distribution UGC Mobile One Week Sale Promoted Trend Digital AMNET In-App Augmented Specials Locator TV Local Mobile Hyperlocal Mobile Circular Discovery & Rewards In-App Augmented Specials Locator Exclusive Macy’s Smash Content Performance & Local Heavy Digital AMNET Millennial Hub HSE “Windows” Mobile Sharing Photos of Smash Video Shoot Green Screen Windows Sight & Sound Leverage Impulsivity Through Video Celebrity Gift Guide ONE DAY SALE Takeover !"#$% !'(%! os s !"#$% !'(%! !"#$% !'(%! Fan Acquisition CYBER MONDAY Audio Early Morning Network Radio Video Millennial- Centered Celebrity Gift Guide mstyle Council Last Minute “Rescue” Messaging Promo Sitelet Celebrity Gift Guide Trusted and Authentic Last Minute Gift Recos Promo Sitelet Local Mobile Circular “Rescue Me” Procrastinator Solution Smash Parade Livecast Smash Holiday Vignette UGC Holiday Memories Pinning In the Wild Gift List Spotting CGG Talk Show Integration Style Council “What’s Hot” Podcast LAST MINUTE GIFT SALE BRAND ECOSYSTEM BLACK FRIDAY - EOY PROMO SEQUENCE

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Page 1: BRAND ECOSYSTEM CONTINUUM

Extend School!Grants Impact!Through UGC!

Content!Distribution

Influencer!“Celeb”!

Integration

Early!Morning!Radio & !

TV

Celebrity Gift Guide

HERALD SQUARE!EVERYWHERE

#perfectgift

TV

UGC

Shazamable!Parade

Instagram!mstyle !Council

Social!Utility

F&F!Hub

Parade!Check-In!Rewards

Parade!Pinning

Parade!Companion!

App

Parade!Promoted!

TrendsTrends

Parade!Routes

Mobile

Local!Mobile

Audio

Millennial!Hub

Macy’s!“Traditions!

Tracks”!Channel

Macy’s Curated!Holiday Movies!

New & Old

Everywhere to !Herald Square!User Photos

House!Decorating!

Contest

Macy’s Parade!Bonus Content:!

“Making of!the Balloons”

Video

FRIENDS & FAMILY

Promoted!Account

Parade

Follower!Engagement

PERFECT GIFTTHANKSGIVING WEEK

Digital

AMNET

F&F!Hub

Millennial!Hub

UGC

#believe

“Share Your !Traditions’ Videos

“Share Your Traditions’ VideosTraditions’ Videos

the Balloons”

Bought Media

Earned Media

Owned Media

“Traditions!Tracks”!

Takeover

Social!Utility

Social!Specials!Locator

Perfect!Gift!

Promoted!Trends

Digital

AMNET

Believe

Mobile

#everywhere

mstyle Council

Mobile!Circular

mStyle Council!Podcast

mStyle Council!Curated!Playlists

UGC

User!Generated !gift guide!

videosgift guide

Celebrity !Pinning

Celebrity

TV

In-StoreLocal!

Mobile!Circular

!Hyperlocal!

Mobile!Circular !

Discovery & !Rewards In-Store

HERALD SQUARE

Video

Yes, Virginia!Content!

Distribution

UGC

Mobile

One Week!Sale!

Promoted!Trend

Digital

AMNET

In-App!Augmented!

Specials!Locator

TV

Local!Mobile

!Hyperlocal!

Mobile!Circular !

Discovery & !Rewards

In-App!Augmented!

Specials!Locator

Exclusive!Macy’s!Smash!

Content

Performance!& Local!Heavy

Digital

AMNET

Millennial!Hub

HSE !“Windows”!

Mobile!Sharing

Photos of!Smash !Video !Shoot

!Green!Screen!

Windows

Sight &!Sound

Leverage!Impulsivity!Through!

Video

Celebrity Gift Guide

ONE DAY SALETakeover

!"#$%&!'(%!&

Traditions’ VideosTraditions’ Videos

!"#$%&!'(%!&

Hub

MillennialHub

MillennialMillennial

mStyle Council

MillennialHub

mStyle Council

!"#$%&!'(%!&

Hub

Millennial

HubHub

MillennialHub

MillennialMillennialMillennial

Fan!Acquisition

EarlyMorningRadio &

TV

Takeover

CYBER MONDAY

Audio Early !Morning!Network!

Radio!

Video

Millennial-!Centered

Influencer

Integration

Celebrity Gift Guide

mstyle Council

Last Minute!“Rescue” !

Messaging

Promo!Sitelet

Early Morning

Celebrity Gift Guide

Trusted and !Authentic!

Last Minute!Gift Recos

Promo!Sitelet

Local!Mobile!Circular

“Rescue Me” Procrastinator

Solution

Smash!Parade!Livecast

Smash!Holiday!Vignette

UGC

Holiday!Memories!Pinning

Holiday

In the Wild!Gift List!Spotting

CGG!Talk Show!Integration

Style Council!“What’s Hot”!

Podcast

LAST MINUTE GIFT SALE

BRAND ECOSYSTEMBLACK FRIDAY - EOY PROMO SEQUENCE

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