January Target Deals
Summary: In January when consumers are in the mindset of reset and recovery, Target wanted to get those who perceive Amazon and Walmart to be more affordable, to shop more often by uniquely demonstrating Target is the affordable choice for everyday and seasonal needs.
My Role and Contribution: To drive increased trips and increase affordability perceptions, the brand needed to reinforce the consumer’s desire to trust Target by inspiring their consideration to shop. To help the brand meet this ambition, as Lead Creative Strategist, I guided the creative team through the ideation and brainstorming phases; consulting in partnership with the Associate Creative Directors, Art Directors and Copywriters, and advocated for concept approval and validation from marketing leadership.
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Digital conversion was strong at 11.85% due to resonate, differentiated creative messaging
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Women’s athleisure apparel brand page was the #1 visited with apparel and accessories categories (all clothing, shoes, accessories, children’s).
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“ Target workout bottoms” were the #1 most clicked/ most searched item from driver to destination across social, search, digital (display) channels
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Economic pressures have a negative impact on spending and consumer confidence. As an effort to impede pressures of unknown outcomes, consumers believe tradeoffs in needs for needs on everyday essentials is the best way to sustain unpredictability.
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Other mass retailers with similar product assortments for everyday items grab at consumer attention, with a message signaling ‘more affordable over here’, but the average consumer sees the convenience of deal seeking at a local grocery store as a win for their wallet.
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Every January the brand delivers an assortment that caters to a variety of seasonal needs, but this year it must deliver on a differentiated seasonal need for consumers by delivering trust that renews their mind, body and finances.
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When consumers want to shop at Target, they presume Target’s prices will force them to choose a less reliable retailer for ways to save, so to maintain a sense of control and avert buyer’s remorse, they seek a “value add” to their everyday needs.
Creative Insight: Reward the risk to refuse.
comparison shopping is a taxing effort; a reward from retailers that offer a reliable connection outweighs risking it all on an unreliable option.
Creative Launchpad + Shopper TakeawayYour balance is best with Target Deals.
the brand that’s best for your everyday needs is one that balances a need for resourcefulness and satisfaction, without inconveniencing life’s little moments of joy.
Hierarchy of Shopper Takeaways:
SEE the solution conveys quick and compelling price messages that positively shape perceptions and reinforce a desire to trust Target without feeling they must sacrifice a quality experience.
FEEL satisfied with a solution that meets their need in the everyday to be confidently avoid inconveniences and resourceful, saving time, money and energy in the moment of consideration.
BELIEVE in the highlighted products as a demonstration of “your value add is Target’s best value” in an undeniably creative Target way.
Game Day Hosting Under $20
The concept shows how to build multiple graze boards with just a few Good and Gather ingredients. Shoppers SEE the solution conveys a compelling message to inspire versatility at a price. They FEEL satisfied the solution meets their need to be resourceful and avoid inconvenience, and BELIEVE in a simple execution.
Routine Meal Stretchers
The concept features key items that can be used in multiple meals. Shoppers SEE how the solution conveys a compelling price message. They FEEL satisfied with a solution that meets their need to be resourceful (save time, energy and money) and BELIEVE with confidence that the products shown add value to their daily routine
A Perfect Fit for Self-Care
the concept highlights leggings throughout the day with pricing the on key pieces for each look. Shoppers SEE how the solution conveys a compelling (item at a) price message. They FEEL satisfied, with a solution that meets their need to be resourceful (save time, energy and money) and BELIEVE with confidence that the products shown add value to their daily routine