Target
Wild One National Target Launch
Role | Launch strategy & virtual photoshoot production
To build awareness and brand loyalty, I built and executed a comprehensive communications strategy that incorporated press, influencer, social, email and paid channels to drive sales at Target.com and participating Target locations.
Our goal is to increase brand awareness within non-primary markets and establish brand loyalty within Target specific audiences.
Virtual Production & Creative Direction
With 8 weeks to develop and launch the campaign amid the quarantine-related work-from-home policies, all photoshoot production and concepting was handled remotely including talent casting, shot list creation, set design and creative direction.
Launch Strategy
Pre-Launch
One week prior to launch, we began teasing content throughout our email, social and our influencer network to generate excitement about the upcoming announcement.
Launch Week
In addition to posting campaign imagery across our owned and paid channels, we secured a dedicated brand spotlight with Forbes highlighting the accomplishment and the brand’s trajectory. We also coordinated efforts with our web & digital marketing team to build and send traffic to a campaign landing page.
Partnerships
Target-Specific Influencer Activations
To ensure we reached a highly engaged audience of Target shoppers throughout the U.S., I secured partnerships agreements with 4 top Target Instagram accounts, Target Does It Again, Target Junkie & Target Fanatic, with a combined reach of more than 2.2 million.
National Gifting Program
A 200-person national gifting mailer was deployed 2 weeks ahead of the launch to a wide network of micro to mid-tier influencers, as a way to promote the upcoming launch and garner user-generated content.
