Target had lost their place as a style leader.
We needed to help them reclaim their throne, while still looking toward the future. We began by elevating the looks to feel on-trend without alienating the current audience who was very price conscious. Every month, we then served social specific content, campaigns and stories through the eyes of a fashion editor. We found everything we wanted to do in store, we could do better digitally.
The audience was broad, so we segmented by channel and created unique style experiences for each, always with a nod toward Target's heritage of surprise and delight. Starting with Tumblr, we expanded to Facebook, Instagram, YouTube, Pinterest and .com, optimizing content for each channel, maximizing impressions and engagement.
It was the ultimate window shopping experience, for customers and the business.
Role: Group Creative Director
