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Target
Target Back to College After-Hours Shopping Events

RAN IN: United States

CLIENT
Target Corporation

Melissa Champine - Manager, Target Events
Dan Griffis - Director, Target Events
Elizabeth Nierenstein - Sr. Group Manager, Target Events
Jodi Stannard - Sr. Specialist, Target Events

AGENCY
Periscope *Lead Agency

Justin Royer - VP, Digital Engagement
Annalee Ulsrud - VP, Experiential & Events
Krista Black - Mgmt. Supervisor
Rebecca Fluegge - Acct. Supervisor
Matt Miller - Experiential Design Director
Lauren Sayler - Sr. Producer


SUMMARY

Since 2010, the number of students shopping for Back to College needs at Target has been declining. To turn this trend around, we investigated the motivations driving student behavior during the momentous time in their life when they "go off to college." Bottom line: they're trying to figure out how to navigate their new life away from home. So we had to look beyond shopping and seasonal messaging and create a social event that would provide helpful information and lasting memories through interaction with their peers. Insert the Target After-Hours shopping events. These exclusive events at 40 schools were not only fun, but drove over 80,000 trips and seven figure sales results.

CASE STUDY

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CASE VIDEO


Hero Medium: Mobile/Tablet

Medium Featured On Video: Digital/Interactive, Events, Guerrilla, Mobile/Tablet, Retail Experience, Sampling, Shopper Involvement

Audience: Teens (13-20)

Objectives: Increase brand loyalty

Type: Business-to-Consumer

Classification: National

Language: English