Thanksgiving happens to be the new Black Friday. From standing in line to scoring the deal, it's a cultural moment and people love to share it all. Rather than starting our own conversation, we decided to join the fandom of those Thanksgiving shoppers, sending them a motivational or congratulatory gif gift... complete with their name on it.
We shot over 40 GIF in two days, built and developed our own GIF generator (complete with Target's own Target helvetica font and Target holiday helvetica) and on Thanksgiving, our Guest Engagement team was able to send personalized GIFs to excited Target guests with just a few clicks.
A paid tweet kicked off the activation and in conjunction with all the organic tweets, we even gave certain guests all-star status by amplifying their GIFs.
Creative Team :: Jon Erickson (AD) Jeff Barbian (CW) Kiera Jacobson (ACD) Casey Bestland (PM) Joe Mechtenberg (Producer) Ryan Hanson (Director) Josh Lane (DP)
To show Target's dedication to the LGBTA community, we created a mantra that encouraged all people to take pride in who they are and the steps they took to become who they are.
We began with a post in April, regarding Indiana. We followed up in June with a video, social content and event presence. Finally, we had the opportunity to share in the celebration of the Supreme Court's decision to legalize gay marriage.
Creative Team :: Todd Waterbury (CCO) Steve Chirhart (ACD) Allan Peters (AD) Jon Erickson (AD) Kiera Jacobson (CW) Josh Thacker (Director)
To bring Target CMO Jeff Jones' presentation entitled "Winning the Revolution We Started" at the 2014 ANA's, we created an anthemic video based on how a series of moments can build momentum and ultimately win revolutions.
Creative Team :: David Richardson (ACD) Steve Chirhart (ACD) Allan Peters (AD) Kiera Jacobson (CW) Giant Ant (Motion Graphics)
To help take the sting out of going back to school, we showed kids and parents just how easy (and adorable) it can be. We sent animals back to school, using sets built entirely out of school supplies and even decking them out in mini Target outfits.
We partnered with Tiny Hamster masterminds - Denizen - and created a video series from which we pulled stills and made GIFs, all for Target's social media accounts.
Creative Team :: Travis Robertson (CD) Jon Baugh (ACD) Kyle Gustafson (AD) Kiera Jacobson (CW) Denizen (Director/Production)
The 2014 Holiday at Target was all about making everyone feel like a kid. As a part of the campaign, we created "Random Acts of Kidness" giving adults and kids alike permission to play, imagine and do those few rebellious things everyone lets themselves get away with during the holidays.
We worked with type designer Danielle Evans of Marmelade Bleu to bring the phrases to life and launched them on Pinterest as DIY printables to be used as framable art, gift tags, holiday cards and more. The pins did so well throughout the season and a few were picked up to be used across other Target social channels and saw equal success there.
Creative Team :: Travis Robertson (CD) Jon Baugh (ACD) Kyle Gustafson + Sandi Gregorian (AD) Kiera Jacobson (CW) Marsha Trainer (AP)
Type Design - Danielle Evans
Target worked with the new Annie movie's costume designer, Renee Ehrlich Kalfus to create a young girls clothing line inspired by looks from the movie.
Creative Team :: Jason Langer (CD) Aaron Melander (ACD) Kelsey Ciatti-Miller (AD) Kiera Jacobson (CW) Gary Tassone (Producer) Grady Hall (Director) Motion Theory + Mirada (Production)
We decided to take our love for design to the Instagram platform. For a week at a time, we turned over the reigns of our Instagram account to some of our favorite people using Instagram in a unique way. We worked with each Instagrammer to create themes for content creation and they did the rest, including a few behind the scenes posts on their feeds as well.
We posted the final images on Instagram and used other platforms like Twitter to drive traffic to our Instagram page.
We launched the #designCRUSH campaign with artist and instagrammer-extraordinare, @brockdavis. It was an overall success, gaining followers as well as media attention.
The second #designCRUSH, @thuglifeforevs, saw even greater engagement, with all posts performing over 5000 likes, and one even hitting 10.5K - a new high at that time, for @target.
The third #designCRUSH, @viewfromthetopp, merged style and fun. Again, all posts received over 5000 likes, and @viewfromthetopp received a steady stream of new followers.
The fourth #designCRUSH, @paperfashion, broke the record for most likes on @Target, with her toothpaste post hitting 20,000 - almost double the record set by our second #designCRUSH.
Comments and chatter around all artists so far have positive and we're looking forward to another crush, soon.
Creative Team: Travis Robertson (CD), Jon Baugh (ACD), Michael Harris (AD), Kiera Jacobson (CW)
25 Days of Snapchat filters was not only a Target first, but a Snapchat first, surprising guests with a joyous new way to snazz-up their snap, every time they go to Target. (And yes, some people go every.single.day.) It was an in-store Advent Calendar that went live on December 1, culminated on the 25th and was considered an extension of the ISM all season long, picking up the look, feel and even characters. Each filter aligned with the guest mindset from decorating to baking to partying to gifting.
Creative Team :: Kyle Gustafson + Kiera Jacobson
With Snapchat becoming one of the most effective ways to connect with a millennial audience, Target was looking for just the right moment to launch into the platform.
After shaping a Snapchat strategy, we next identified a moment that would resonate with our millennial and younger audience - a secret concert with Imagine Dragons, to take place LIVE during a commercial break during the Grammys. The goal of the concert was to give guests #MoreMusic. Our plan for Snapchat couldn't have paid that off any better. We were going to give our Snapchat audience #MoreMusic with a firsthand, behind the scenes look at the whole concert taking shape.
We put together the strategy, snapped our first story, and flew to Las Vegas to give our Snapchat audience a first-hand look at the entire show. Day One - Story One - was all about teasing the fact that we were in Vegas for a big musical treat. Day Two - Story Two - was all about a behind the scenes that couldn't be beat.
While we were there, we became the go-to creative team for all social content released during the event - including Facebook, Twitter and Instagram.
Creative Team :: Travis Robertson (CD) Steve Chirhart (ACD) Michael Harris (AD) Kiera Jacobson (CW) Tierney Kreinert (Producer) Aaron Miller (Social Strategy)
Much of Black Friday is about line-waiting. This year, with the popularity of the selfie still growing, we gave Target Black Friday line-waiters, something to do. Take a "SALEfie" for a chance to win gift cards.
We kept the campaign a surprise until Thursday evening, when the line began. We issued challenges, by showing Bullseye the dog waiting in line outside Target, dressed the part. Every hour, we used Twitter, Instagram and Facebook to spread the word and collect "SALEfies".
Throughout the night, we received hundreds of "SALEfies" and were able to reward many with gift cards.
The best part of the entire campaign? Shooting a coworker, dressed as Bullseye, outside a Target store, overnight, in the frigid temps. Definitely worth it.
Creative Team :: Travis Robertson (CD) Steve Chirhart (ACD) Scott Gilson (AD) Kiera Jacobson (CW) Tierney Kreinert (Producer) Marsha Trainer (Art Buyer) John Haynes (Photographer)
Snapchat filters are a hit among our young audience, especially around special events. Based on this, every few hours on Thanksgiving Day, we provided a new national Snapchat filter, inspired by Thanksgiving and Black Friday traditions.
Creative Team :: Kyle Gustafson (AD) Kiera Jacobson (CW) Phil Eggleston (Illustrator)
Target partnered with a favorite blogger of mine, Joy Cho of Oh Joy! and I was lucky enough to jump in last minute to work on some social needs.
In less than 48 hours after hearing about the project, I was on a plane getting to interview Joy, herself. (pinch me!) From the interviews, we created a series of videos telling both Joy's story and the collection's story, to be featured on Target and TargetStyle social channels including Facebook, Twitter, Instagram and Pinterest. The videos were also used at ABullseyeView.com (Target's blog) as well as at Target.com.
Stills were also captured at various buzz-building events. I worked with out Strategy team as well as art directors to find the best shots and wrote copy to tell the story.
The moment we started talking about the collection on social, our followers were ecstatic. The collection did not disappoint, and neither did Joy. She was one of the sweetest people I've met.