We were challenged to develop a Target Wedding Registry campaign that speaks to young, engaged couples and that delivers on the idea of “however your life together evolves, the gifts you register for will be a part of your journey”. Our solution came to life in digital and print as “101 things to do in your life together”. The campaign delivered upon the journey aspect of the objective, redefining an everyday wedding gift into shared moments together. It curated groups of items and single items that were necessary for the present and future. The campaign encouraged guests to register for unexpected items, non-traditional items, and groups of items, leading toward a bigger registry. It also provided a checklist of things to do together, encouraging guests to register for more and more products. The campaign was modern, stylish, and informal, making the registry approachable and exciting.
Delivery of Work
Beyond the printed catalog, the campaign reached out to our younger guests by using Facebook and an online catalog. Facebook posts asking for favorite things to do and new things to do, created buzz for the campaign. Couples were encouraged to submit their own ideas about things to do using Target product so in the end, there were far more than 101 things to do together. The catalog also drove them into the store where they received a welcome kit and guide for an even smoother experience.
The Results
Beyond the elevation of the brand, we increased awareness and registrations. Print ads had a 94% recognition. Digital media drove 17% increase in registry creates. Registry creates on facebook increased by 55%.
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Account Executives
- Dondi Kazukewicz
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Art Buyers
- Lisha Odney
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Art Directors
- Alyson Frahm
- Graham Hall
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Copywriters
- Kiera Jacobson
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Creative Directors
- Jessica Chorney
- Russell Kozak
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Paper Credits
- Sterling Matte cover and text with dull varnish
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Printers