Black Beyond Measure
Summary: Target wanted to grow engagement with Black less engaged consumers by evolving the Black Beyond Measure campaign that tells deeper stories to uplift Black voices and communities, to represent more cultural moments year-round. By delivering a key message that Target supports the community with relevant and affordable products, connection and belonging, the brand’s ambition was to convince this audience that Target respects their culture and is a place to belong.
My Role and Contribution: Cultural relevance was a key driver of how the brand needed to convince the consumer base to shop more often, and my role was to help seed the notion of possibility through providing strategic insight to creative leadership. In collaboration with the Brand Category Manager and Creative Director, we were able to streamline a point of view that would resonate and feel authentic enough to drive greater acquisition and connection to the brand.
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Black Beyond Measure (Fall-December) campaign was one of the top 5 most efficient marketing drivers, contributing to $141K in new customers, $415 M marketing-driven sales and 6M trips (digital and in store) by Q1 of the following year.
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Black Beyond Measure resonated with the less engaged (Target) consumer, exceeding benchmarks in appeal, differentiation and relevance.
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Brand linkage improved significantly in meeting benchmark (69% YTD vs 46% LY), due to creative message takeaways for “community giving and support” and “unique and exclusive products”
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The industry continues to focus on engaging Black consumers with messages of “Buy Black” and charitable, monetary support for the community.
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Target has made meaningful progress that resonates with Black consumers through the Black Beyond Measure Campaign, but trails behind competitor efforts to connect.
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With celebrations of BHM filling the advertising and retail landscape in February, the Black community is weary of pandering efforts.
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Black consumers are skeptical of the difference between a brand’s marketing message and what they’re really doing, so they’re checking receipts and want to see consistency in efforts in order to feel convinced.
Creative Challenge Question: How might we prove to new and lesser engaged Black consumers that choosing Target is part of supporting the long-term advancement of their community?
To Prove, we tell stories so consumers see us as transparent and trustworthy
To Choose Target, we need to help the consumer see that shopping Target meets their values and provides value.
A long term advancement of their community would need to show how Target is building a deeper connection and commitment by being a conduit that helps them obtain accessible must-haves and invests in ways to uplift the next generation of changemakers.
Creative Idea: Elevate relatable and memorable moments of everyday joy through themes of Self Care, Community, and Celebrating the “Come Up”.
Bloom to Life
Reflection. Celebration. Spending time with the ones you love. Not only are these core tenets of Black History Month, they are essential parts of everyday Black joy.
