“How We Love You Back” Macy’s Star Rewards

In my time at Macy’s, I worked on everything from a brand tagline for the loyalty program to UI copy to fashion campaigns.

After spending hours reading through every piece of feedback on the loyalty program from Consumer Insights, and countless days in a creative sprint with key members of the creative team, I penned the tagline: How We Love You Back, which launched in February 2020 with 10.6B media impressions.

Credits: design by Ricardo Rodo, portrait photography concept by yours truly and Marian Courie

Brand Copywriting: How We Love You Back

It began with a challenge: the Macy’s creative team split into working groups to develop a new campaign for Macy’s Star Rewards. Starting in February 2020, all Star Rewards loyalty members would earn rewards on every purchase—a significant investment. Here’s how I helped create the winning concept.

'Star Rewards: How We Love You Back' Emily Taylor Welch née McNeely is a New York City-based Creative Director. As a Copywriter on the Macy's Credit and Loyalty team, Emily led a working group that won the pitch for the campaign and penned a tagline.

Splashed across Macy’s Herald Square windows, across TV and radio spots, and online, the “how we love you back” campaign amassed 10.6 billion media impressions in February 2020.

See it live.

Because loyalty is love.

I started with a deep-dive into our consumer insights: how did customers speak about Macy’s Star Rewards & what did they look for from Macy’s? The takeaway: loyalty is an emotional decision. So I centered our concept around that aspect of customer health and brand love with a portrait photography that emphasized authenticity and a tagline: how we love you back.

Solving for a key challenge:

We worked with our legal team to simplify our value message
—without asterisks, fine print or lengthy disclosures.