CLIENT
Target
Kenton Elliot, Marketing Director
Nicole Gillard, Head of Brand Communications and Customer Experience
Nunzio Miano, Head of Creative
Laurelle Esse, Brand Marketing Manager
Lauren Conte, Campaign Manager
AGENCY
AJF GrowthOps was AJF Partnership *Lead Agency
Josh Stephens, Executive Creative Director
Jacqueline Witts, Head of Strategy
Emily Pockley, Group Account Director
Tess Porter, Senior Account Director
Georgie Hanby, Senior Copywriter
Liesel Haug, Senior Producer
OMD
Mandie Gilchrist, Business Director
SUMMARY
The Discover Winterful campaign kick-started Target's transformation from a struggling Discount Department Store into a quality fashion brand. We reversed a 10-year decline to lift sales of Womenswear by 8.47% YOY, with no significant change to the product designs that were advertised and sold the previous year.
Proving the power of advertising to change perceptions (when the reality stays much the same), our winter campaign lifted Target’s perceived style, quality and value, surpassed all sales targets and began the rebuild of an iconic Australian brand.
