Buzzfeed's popular Goodful project will now manifest in Macy's stores, offering consumers 100 products inspired by the wellness-focused digital content

Department store Macy’s is teaming up with media company Buzzfeed to offer shoppers products themed around the latter's health and wellness initiative, Goodful, one of its many side projects.

This partnership with Macy’s will bring a line of 100 Goodful-inspired home products to its 400 locations and website toward the end of October. While Buzzfeed is in the business of viral content, especially when it comes to its niche channels like Goodful, the media brand hopes that the collaboration will help it further its “bricks and clicks” strategy, putting its products into the homes of its consumers. Similarly, Macy's hopes to profit from the popularity of its partner with young and influential consumers, keeping its brand relevant with millennials.

Buzzfeed will be advertising and marketing the products mostly through video, the main avenue for most of Goodful’s content. The campaign will also run more traditional ads on both Buzzfeed’s and Macy's sites. Overall, the partnership hopes to give consumers a new way to engage with and experience the two brands, aiming to drive commerce using popular digital content.

Macy’s | Buzzfeed

Department store Macy’s is teaming up with media company Buzzfeed to offer shoppers products themed around the latter's health and wellness initiative, Goodful, one of its many side projects.

This partnership with Macy’s will bring a line of 100 Goodful-inspired home products to its 400 locations and website toward the end of October. While Buzzfeed is in the business of viral content, especially when it comes to its niche channels like Goodful, the media brand hopes that the collaboration will help it further its “bricks and clicks” strategy, putting its products into the homes of its consumers. Similarly, Macy's hopes to profit from the popularity of its partner with young and influential consumers, keeping its brand relevant with millennials.