Target Canada Back To School Campaign

Role | Creative Strategy (Canadian Adaptation), Campaign Development & Execution

Challenge Convince Target’s core audience (modern, digital first, multicultural moms/families) that shopping at Target is a simple and affordable solution for navigating the complexity of back to school shopping. The Canadian market had a unique challenge as Target Canada did not have an e-commerce store to aid online research and drive traffic.

Solution Research identified a key human insight that back to school shopping is a time to sweat the details – from the list, to the looks, to the price tag – ‘Every little thing is a really big deal’. Putting empathy at the heart of the creative strategy, the campaign showed that Target understands this and connected with the ‘huge’ emotional importance of getting the exact right stuff at the exact right price using the exaggerated scale of school supplies and shopping lists to create a sense of playful whimsy. Enhanced digital assets were built into the Target Canada website to create an amplified experience in the absence of e-commerce including: an interactive digital catalogue, digital flyer, digital coupons and downloadable shopping list. (Team: Target Canada, Target US, 72AndSunny)

Result Campaign exceeded store traffic targets by 10% winning with Moms and families across the country.