Target is famous for bringing exclusive designer collections to the masses. But when they launched their grocery offering of over 250 products, they needed to break through in an overly commodotized category. We re-imagined everyday products the only way Target can: fashionably. Welcome to the most intensely sensible collection of the season.
The Everyday Collection debuted on the Golden Globes with 8 spots, followed by out-of-home, direct mail, radio, and the largest digital banner buy in Target history.
To launch The Everyday Collection on social, we created the first live runway show inspired by everyday tweets. Over 250 products were featured in the 2-hour show.
Within a week, Target became the most talked-about brand on social media. Within months, Target achieved its yearly goal of increasing trips and basket size store-wide.