Supported since 2015 by a new branded China e-commerce platform on Tmall Global, a large portion of Macy’s business and communication focus in China resides in its tourism strategy: attracting Chinese consumers to its US brick and mortar stores. In 2017, Macy’s Tourism gave [the consultancy] an open brief to develop a campaign that would help increase its brand reach among this specific target consumer group on official Chinese social media platforms. Through market analysis, [the consultancy] identified a demographic that had been largely untapped by the brand – the 320,000+ Chinese students enrolled in American universities each year. Based on these insights, [the consultancy] developed a two-week campaign “我的满分宿舍” (“My dream dorm”) to be rolled out in early August, inviting Chinese high school graduates and returnee students to watch three dorm (dormitory) room styles come to life in buzz-filled time-lapse videos, and imagine their own dream dorm for the new academic year with Macy’s. The ultimate objective? Make Macy’s more than just a shopping destination, but rather, an essential aspect of the Chinese student experience in the United States.