Kristen Wiig Revives Target Lady for Spring Loyalty Campaign

Target Enlists Kristen Wiig to Bring Back Target Lady Character

Target has announced that Kristen Wiig will be bringing back her beloved Target Lady character from "Saturday Night Live" as part of the retailer's promotion for Circle Week event happening from April 7-13.

Wiig is featured as the Target Lady, a brand enthusiast with a unique bowl cut, in a series of twelve new advertisements. These ads focus on promotions and perks such as Circle 360, a paid membership program that will debut during Circle Week. It marks the first time the Target Lady character has been part of a national ad campaign.

The creative team, consisting of Wiig, former "SNL" writer James Anderson, and director Tom Kuntz, collaborated on developing the campaign. The ads will be showcased on various platforms including TV, YouTube, TikTok, Pinterest, and Target Finds portal which is known for its inspirational content. Following the conclusion of Circle Week, Target plans to continue featuring Wiig in their marketing efforts.

Target's Marketing Strategy for Circle Week

Target is changing up its marketing strategy for Circle Week, a special event offering deals to members of its loyalty program. This move comes after Target revamped its loyalty program last month, introducing Circle 360, a subscription plan priced at $99 per year. This new plan aims to compete with other membership programs like Walmart+ and Amazon Prime. In addition to Circle 360, Target also offers two other loyalty options: the free Target Circle and the Target Circle Card, previously known as Target RedCard.

Circle 360 offers benefits such as unlimited free same-day delivery, which is highlighted in one of 12 new commercials featuring Target Lady (who learns about it from a talking pigeon). In another ad, Target Lady starts her day by taking off an eyemask with the Target bullseye design, putting on matching slippers, and engaging in activities inspired by the retailer's branding. The commercials feature the song "Baby I'm a Star" by the iconic musician Prince and the Revolution, who hails from Minneapolis, where Target is headquartered.

The launch of the comedic campaign coincides with Wiig's upcoming hosting of "SNL" on April 6, just before Circle Week begins. Target Lady originated from Wiig's time at The Groundlings before becoming a beloved character on "SNL" in the 2000s.

The creative direction led by Wiig was guided by Target CMO Lisa Roath, who took on the top marketing role in July. Roath had previously managed a holiday campaign that highlighted deals and the retailer's diverse range of products.

Target faced a slowdown in 2023, with full-year revenue dropping by 1.6% to $107.4 billion. Despite this, the company exceeded analyst expectations in Q4, showing improvements in profits and margins, although its Q1 outlook was uncertain.

One strategy that could help Target bounce back is by revamping its loyalty program. Launched in 2019, Target Circle now boasts over 100 million members who enjoy perks such as in-store pickup and the speedy Shipt delivery service. This spring, Circle members can enjoy discounts of up to 40% on hundreds of thousands of seasonal items and get 10% off Target GiftCards exclusively on April 13.

Editor's P/S:

Target's decision to bring back Kristen Wiig's Target Lady character for its Circle Week promotion is a clever marketing strategy. The character, known for her quirky personality and memorable catchphrases, has a strong following and is associated with Target's brand identity. By featuring Wiig in the ads, Target can tap into the character's nostalgia and appeal, generating excitement and buzz around the event. The humorous tone of the ads is also likely to resonate with consumers, making them more receptive to the promotions and perks being offered.

The launch of Circle 360, a paid membership program, is a significant move for Target. The program aims to compete with rival subscription services like Walmart+ and Amazon Prime, offering benefits such as unlimited free same-day delivery. By introducing a paid tier, Target can generate additional revenue while also providing exclusive perks to its most loyal customers. The integration of the Target Lady character into the Circle 360 ads helps to promote the program and highlight its advantages, making it more appealing to potential subscribers.