Macy’s embraces TikTok’s main character energy as it seeks younger shoppers

The concept of being the “main character” of one’s own life first emerged on TikTok in 2020, a few months into the COVID-19 pandemic, when creators such as Ashley Ward started using the term to encourage people to appreciate “the little things that make [life] so beautiful” and prioritize things that bring them joy and confidence. “Main character” has since become a staple in TikTok users’ vocabulary. The hashtag #MainCharacter has amassed more than 8 billion views, and variations such as #MainCharacterEnergy and #MainCharacterSyndrome each have hundreds of thousands to millions of additional views.

The campaign comes as TikTok’s future remains uncertain—it may face a ban in the U.S. if its Chinese owners don’t sell their stakes.

Also read: TikTok Series could limit creator and brand reach

Earlier this week, Macy’s posted behind-the-scenes footage of the creation of the TV spot on both its TikTok and Instagram accounts. And in the coming days, Macy’s plans to kick off a TikTok push inviting both consumers and its “Style Crew” brand ambassadors to “show off their own main character moments” with audio tracks created by BBDO New York, said Chesney Jensen, art director at the agency, in an email.