Case Study: Macy’s Union Square, San Francisco

Humanizing a National Retailer Through Local Storytelling

Client Overview

• Client: Macy’s Union Square (San Francisco Flagship)

• Industry: Retail / Fashion / Lifestyle

• Services Provided: Content Creation, Local Influencer Campaigns, In-Store Event Coverage

• Goal: Connect Macy’s with the San Francisco community through locally rooted content that elevated both the brand and the in-store experience

The Challenge

Macy’s Union Square is one of the most iconic retail locations in the country—yet it faced a modern challenge: staying relevant in a city driven by culture, creators, and local pride.

They needed to go beyond traditional retail marketing and start showing up in ways that felt authentic to SF residents: through local faces, creative content, and real community moments.

Our Solution

Overview Media Group helped Macy’s bridge the gap between big-brand identity and local cultural credibility by focusing on community-centered, visually engaging content:

• Produced short-form videos that captured in-store experiences, community events, and seasonal activations

• Highlighted local creators, stylists, and shoppers to reflect the city’s diversity and style

• Captured high-end, lifestyle photography across departments—from fashion to beauty to home

• Collaborated with SF-based influencers to organically showcase Macy’s offerings in the context of city life

• Created content that celebrated shopping as an experience, not just a transaction

The Results

By shifting from mass retail messaging to localized storytelling, we drove:

• Hundreds of thousands of impressions through creator-led and organic content

• Significantly higher engagement rates on local campaign posts vs national brand assets

• Increased foot traffic during promoted in-store events (especially beauty pop-ups and seasonal activations)

• Delivered content that was repurposed across Macy’s internal teams, showcasing the Union Square store as a cultural touchpoint