Retail Giant Nails the 'Retail Magic' in Fresh Advertising Blitz
Drawing on the power of its online community, the retail powerhouse unveils a captivating new campaign that reimagines a classic tune, Michelle Branch's 'Everywhere' from 2001.
Target Launches "That Target Feeling" Campaign
Target has introduced its new ad campaign called "That Target Feeling," which is inspired by social media posts reflecting the positive experiences customers have while shopping at the store. The company made this announcement on Thursday.
The ad showcases a remix of the 2000s song "Everywhere" by Michelle Branch. The products featured in the campaign will be found on the Target Finds page, organized according to the people and places in the campaign.
Starting on Sunday, the company started spreading the campaign across different digital, audio, social, streaming, and other channels until July.
Partnership for Creative Campaign
Target collaborated with creative agency Mythology and Ibra Ake from Somesuch, a production company based in London, to develop a campaign. The campaign takes inspiration from the user-generated content shared by Target customers on social media.
The company is mentioned over 50,000 a day in user-generated posts and has the largest big-box retailer following on TikTok, per the retailer.
Target's chief marketing officer, Lisa Roath, shared that the campaign is inspired by real shopper experiences shared on social media. These moments of discovery and delight in Target's aisles capture the essence of what makes Target special.
The campaign features nine ad spots in 60-, 15-, and six-second versions. These ads will be running until the end of July on various channels such as social media platforms like TikTok, Meta, and Snapchat, as well as video platforms like YouTube, Vevo, and Spotify. Additionally, the campaign will be showcased on out-of-home platforms such as gas station TV and in cinemas.
TV ads will air during the NBA and NHL finals, as well as on streaming platforms like Netflix, Paramount, and Roku. Some TV ads will even include QR codes that direct viewers to a Target Finds page featuring products from the music video.
The retailer recently took advantage of its social media presence and pop culture influence. They collaborated with Kristen Wiig, James Anderson, and Tom Kuntz to create an ad featuring Wiig as her famous Target Lady character from SNL. This ad was used to promote Target's Circle Week event and was seen on TikTok, YouTube, and other platforms.
In response to a challenging economic and political environment, Target has adjusted its advertising strategy. Last year, they emphasized affordable products in their "However You Holiday, Do It For Less" ads. This year, Target is focusing on selling Pride-themed merchandise for adults in select stores and online, following criticism of their LGBTQIA+ merchandise last year.
Editor's P/S:
Target's "That Target Feeling" campaign effectively captures the positive customer experiences that have made the store a beloved brand. By incorporating user-generated content and featuring relatable moments, Target has created a campaign that resonates with its audience. The campaign's focus on discovery and delight aligns with Target's reputation for offering unique finds and creating a welcoming shopping environment.
The campaign's strategic placement across various channels, including social media, streaming platforms, and out-of-home advertising, ensures maximum reach and engagement. The use of QR codes to direct viewers to specific products is an innovative way to drive online sales and enhance the customer experience. Target's recent emphasis on social media collaboration and pop culture references further demonstrates its understanding of its audience and its ability to adapt to changing consumer trends.
