Business objective:
Get back to college students to make one more trip to Target during the back to college timeframe.
Challenges:
• Connecting with college students in an authentic way. Avoiding all stereotypes & over-played jargon.
• Incorporate sometimes random product into relevant product stories, that are compelling & helpful to a student preparing for college.
Delivery of Work
• We took a catalog & turned it into a zine-like newpaper.
• We hired college student bloggers to write editorials to help inform the product stories. The bloggers were selected based on their creative writing skills, specialties/interests & their following within the college blog community. Blogs included Hack College, College Fashion, Her Campus & more.
• We utilized our college campus Facebook pages to ask students their responses to a number of college scenarios, helping to inform our product stories with selected Facebook comments.
• Our photography style depicted authentic moments in a student’s life.
The Results
• The 2011 Target BTC Catalog topped last year’s catalog, which set a new bar for catalog success.
The 2011 BTC Catalog exceeded expectations, driving $7.7MM in incremental sales (+33% to LY).
• The catalog reached over 3,700,000 households in the U.S.
• “I was so impressed with how the blogger stories & Facebook comments really influenced the product stories in an authentic way. “ – Amy Dyvig, Category Marketing.
-
Account Executives
- Karen Deutsch
-
Art Buyers
- Michaela Weir
-
Art Directors
- Alicia Pompei
- Phil Clark
-
Copywriters
- Jesse Gadola
-
Creative Directors
- Eric Vermilyea
-
Paper Credits
- 60# Finch Opaque Smooth Bright White
-
Printers
- Nahan Printing