last few years, we drifted too far away from some of those elements
that make Target, Target," said Jeff Jones, Target's CMO. "This is
a brand whose advertising is constantly copied. A self criticism,
if I look back at the last couple of seasons, we've done work that
was easy for others to do. … This work takes advantage of
assets that no one else can."
it is rolling out 15 spots, beginning Nov. 2. The spots range from
a 60-second anthem to 15-second ads promoting a specific product,
like Beats headphones. 72andSunny worked on the holiday
addition to TV, the campaign includes radio, out-of-home, catalogs
and digital. There will be a large digital push, with spending in
digital media up 50%. Mr. Jones said spending would be up across
digital video, search, display, mobile and social. Spending is also
up overall, though the retailer declined to provide specifics.
During the November and December period a year ago, Target spent
$167 million on measured media, according to Kantar
ago, Mr. Jones said, hashtags were used throughout its campaign to
attract attention and followers. This year, the retailer will focus
on engaging its 140 million fans and followers across various
platforms. For instance, it will continue to make Instagram
shoppable, as it did for a Halloween campaign.
also plans to promote an app that allows kids to make wish lists
and parents to shop from those lists. The holiday catalog will be
interactive, allowing consumers to point their device at a page and
immediately add that item to their cart. To ensure downloads,
Target plans to offer a one-time 10% discount off of shoppers'
entire wish list between Oct. 28 and Nov. 26. Likewise, its
existing app, Cartwheel, which already boasts 11 million users,
will offer a different toy at 50% off every day between Nov. 2 and
holiday season approaches, so too does the one-year anniversary of
Target's massive data breach. There are no plans to actively
address the breach, with Messrs. Cornell and Jones noting that
surveys show customers have moved on.
Internally, the answer is different. "We are looking
at this every day, 24 hours a day, making sure we have the right
detection, monitoring, containment and response plans," Mr. Cornell