Back-to-school is a huge opportunity for retailers, surpassed
only by the holidays, and Target wanted be the go-to destination.
For the retailer's campaign, the agency marketed Target as a
destination for more than just No. 2 pencils and notebooks.
72andSunny's strategy was to position Target as a place where moms
can help their kids craft their personal styles.
The campaign included TV work and a social-media campaign around
the KidsGotStyle hashtag, calling for photos of stylish kids. From
the entries, the agency created 34 stop-motion videos for the newly
launched Instagram video option. The campaign resulted in a 50%
increase in traffic on Target.com, and sales for Target's key
season were up 12%.
"We expect all of our creative work to serve one of three brand
imperatives; drive traffic, deepen guest engagement or strengthen
guests' love for our brand," said Jeffrey Jones, exec VP-chief
marketing officer at Target. "The [agency] understood the power of
kids as style makers and uncovered the right way to reach busy
moms," which was an emotional connection with the brand that he
said sets Target apart from other retailers.