As one of the biggest holiday marketers, Macy's has an intricate advertising plan mapped out weeks in advance before Thanksgiving.
This year, the brand is running three campaigns with different messaging across Facebook and Instagram, which started during the 90th Macy's Day Parade with a 90-second spot dubbed "Old Friends" on Facebook.
"Facebook and Instagram are more than just a lower-funnel sales driver—it's this full-funnel approach that we find so intriguing and appealing to the ad product capabilities," said Serena Potter, vp of digital media strategy at Macy's.
Then after the parade, Macy's launched a campaign called "The Santa Project" that includes a two-and-a-half minute documentary video that was cut up and pushed out through Instagram's Marquee takeover ads, which let brands target a large audience over a short period of time.
And on Facebook, the brand is using full-screen Canvas ads that retarget folks who have looked at other content from Macy's.
"We had the plan from the beginning that this would be activated across social," Potter explained.
The final part of the creative is a campaign called "Celebrate," which tells stories of everyday people with 30-second spots on Instagram and Facebook that link to Macy's.com.
Meanwhile according to exclusive data from Facebook IQ, the social site reports that between Oct. 27 and Nov. 26, the word "Jesus" was particularly buzzy with older men while "Scentsy"—a wickless candle and fragrance brand was popular with young females.