"D.I.Y is a theme that we've seen extend throughout the
Halloween season," said Dustee Jenkins, VP-public relations and
social media for Target, who said the retailer shares craft and
recipe tutorials throughout the year. "We really wanted to think
outside of the box for Halloween and come up with something that
would surprise and excite our guests at the same time."
Nine of the fifteen images were posted on Target's Instagram
account today. To keep the story going, the rest will be released
in two waves later in the week.
"Visually, it will really create a story around what 'Halloween
Hill' is all about," said Ms. Jenkins. The campaign will dominate
the brand's feed until October 21.
Target enlisted the New York-based agency Carrot Creative to
help build its collection of 15 taggable images, 30 tutorials and
300 photos for the campaign.
Instagram is a key platform for the brand and Target wanted a
unique way to leverage features like picture tagging and Like2Buy
-- a service by Curalate that allows users to shop directly from
All the items from the do-it-yourself projects featured in the
campaign can be found in Target stores. But sales take a backseat
to brand awareness in this social push.
"This campaign is really built on the notion of driving
engagement and fueling brand love," said Ms. Jenkins. "This was
really about celebrating the Halloween experience."
There is one sales element -- a bonus feature in an image with
Bullseye, Target's canine mascot. He links to a profile with pet
costumes that users can order for their furry friends using
"There is such a cult following for pet costumes for Halloween,"
said Ms. Jenkins. "Because Bullseye is Target's mascot and pet
costumes are available at our stores, we thought it would be a fun
little treat for those who are playing with the campaign."
The social campaign is an extension of "Fright Done Right,"
Target's in-store marketing push for Halloween, which emphasizes
fun, fright and being economical.
"It's something that's fun and creative," said Ms. Jenkins.
"When we looked for an extension in social, we wanted something
that would echo and amplify that theme."
The push will also extend to Pinterest and Target's blog, called
"A Bullseye View," which will feature some of the do-it-yourself