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Target
Summer Up

RAN IN: United States

CLIENT
Target

Jason Langer - Sr. Design Director
Melissa Robeck - Group Manager, Media Strategy
Janet Roller - Sr. Manager, Storewide Mktg.
Michael Stanfield - Brand Category Mktg.

AGENCY
72andSunny *Lead Agency

Celeste Hubbard - Brand Manager
Peter Jacobs - Brand Coord.
Jan Livingston - Creative Director
Paul Savaiano - Sr. Strategist
Kelly Schoeffel - Co-Head, Strategy
Bekah Sirrine - Group Creative Director


Haworth


Federated Media Publishing


SUMMARY

Target had an opportunity to own summer. Our challenge was to motivate shopping in a season when Target moms are more likely to be at the beach than behind a shopping cart. We invited them to Summer Up to amplify their summer fun through a disruptive campaign bolstered by an always-on content strategy that gave moms daily inspiration and ideas for fun. Our campaign earned their attention and engagement, ultimately their dollars.

CASE VIDEO


Hero Medium: Social Networking Applications

Medium Featured On Video: TV,Interactive,Mobile/Tablet

Audience: Cultural or Ethnic Group,Families,Mothers

Objectives: Increase sales, volume

Type: Business-to-Consumer

Classification: National

Language: English