In a recent press release, Macy’s reported the results of its holiday campaign benefiting Big Brothers Big Sisters of America (BBBSA), a non-profit organization dedicated to supporting children facing adversity.
Through its social purpose platform Mission Every One, Macy’s customers raised nearly $4.8 million via online donations, in-store purchases and Web3-related projects.
In November, Macy’s held its 96th Thanksgiving Day Parade in the metaverse and announced a related NFT project, inviting attendees to mint virtual gallery passes in order to get an OnCyber NFT gallery space. The proceeds from the NFT sale went entirely to BBBSA.
Visitors could then vote in virtual galleries from five successful NFT projects: Boss Beauties, Cool Cats, gmoney, SupDucks, and VeeFriends. The winning NFT—Cool Cats, with a total of 69,175 votes—will be transformed into an IRL high-flying balloon in next year’s parade.
The campaign’s success suggests that Macy’s will continue its Web3 journey for good causes in the future. This is also supported by the company’s mission, which states that by 2025, Macy’s will have donated more than $125 million to charitable organizations whose work is in line with Mission Every One.
