Target Beauty needed to become a destination for guests to explore more sides of themselves and discover the unique head-to-toe, high-to-low offering that only Target can offer. Our challenge was to break through a cluttered beauty category. So how does Target become a beauty destination while remaining relevant in an ever-changing category?
By creating a flexible visual world for always-on content that allowed Target to speak to a varied group of guests that are just as diverse as the offering in-store. This approach enabled Target to constantly drop new content at the rate of in-store and e-comm refresh. The campaign positioned Target as the ‘go-to’ by keeping up with rapidly changing trends, keep guests engaged and resulting in a heavy helping of likes and sales by delivering content that’s short, relevant, and benefit driven.
The goal was to increase beauty trips by 2.5% in one year. This campaign has far exceeded their expectations. Every digital video was versioned for Instagram, Facebook, YouTube, Snapchat and Pinterest. Still images were created for Pinterest, Instagram and Facebook.