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Target | Future Guest
Date
June 2022
Project type
Social, Digital, TVC
Future Guest was born from Target's desire to reach a new audience, Gen-Z.
Gen Z has a positive impression of Target but this hadn’t translated into a meaningful sense of connection.
We were tasked with creating not just a singular campaign, not just an activation but a playbook!
A playbook that would inform the when, where and how of Target talking to Gen-Z. We created a 9 chapter playbook outlining creative strategy, creative approach, a fresh and gen-z centered visual world, a POV on how to use people, products, affordability and tone to authentically reach the audience and a final chapter showing the playbook in action with our Back To College Campaign “For Every U”.
The campaign lived where Gen-Z lives online with most media placements being on social and digital video.
With the rollout of the campaign + new strategies for communicating with and to Gen-Z came a 20% increase in engagement in only one quarter. Additionally a growing shift in sentiment was seen in a survey conducted 6 months post launch; Gen Z respondents no longer viewing the brand as a destination for middle-aged almond moms but a destination for them to find the products they need to fuel their self-expression.
