CAMPAIGN STRATEGY/COMMS STRATEGY/DIGITAL & SOCIAL STRATEGY
Target Style is the single largest revenue generator for Target. However, it's 'Expect More Pay Less' positioning has been lost in the midst of fashion retailers moving into the affordable fashion space. Target needs to re-establish it's style credentials.
To do this, we created 'Trending Across America', a multi-media campaign covering broadcast, print, social, influencers, and mobile to bring to life the new trends, but also to put Target Style's own fans at the heart of the activation. Witnessing from California to Indiana, how guests interpret the trends.
7 fashion & beauty trends were captured overall. Influencers, including Rumy Neely and Christina Caradona were captured in the trends. Their content was mixed with an ATL campaign that captured the trends in NYC, LA and Miami. A fully detailed social strategy was created that integrated influencer content with UGC content, and helped spread the trends across America.