Macerich (MAC) Enters Content Deal with POPSUGAR
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Macerich (NYSE: MAC) announced a partnership with POPSUGAR to provide custom content for the portfolio's on-mall, online and social platforms. POPSUGAR, which reaches 1 in 3 millennial women, is a leader in lifestyle content in multi-platforms across entertainment, fashion, beauty, fitness, food and parenting. The partnership with Macerich will encompass custom videos, imagery and social posts, with opportunities for a broad array of brand experiences, in-mall appearances and other tailored, high-profile collaborations.
"POPSUGAR's spot-on connection with young women is a unique lever for heightening the experience with our malls for this important set of shoppers," said Ken Volk, Senior Vice President and Chief Marketing Officer, Macerich. "This brand's captivating, on-trend lifestyle content supports nearly every retail category at our high-performing properties and we see powerful synergies as we continue focusing on our malls' relationships with targeted consumers."
Across its media business, POPSUGAR has built successful collaborations with premium retailers, including a number of brands that feature prominently within the Macerich portfolio. "Macerich's high-quality malls in top markets are shopping destinations for our huge audience of young women," said Geoff Schiller, CRO of POPSUGAR. "We know how to reach Macerich's consumers and how to communicate with them. As the brick and mortar retail experience continues to evolve, POPSUGAR's inspiring, informative and entertaining content, plus our proprietary data technology, creates the perfect platform to aid Macerich properties in making their malls the most innovative and engaging experiences for consumers."
With POPSUGAR's approachable, fun and positive outlook, the rich, multi-platform content created for Macerich will be nimble and will respond to seasonality, as well as to what's trending. The first POPSUGAR content will hit Macerich media platforms mid-November.
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