Target challenged Schematic to create a fully-integrated campaign for the gifting season around Mother’s Day, Father’s Day and Graduation. The campaign’s primary business focus was to raise awareness of Target’s electronics product offering while encouraging Mom’s to purchase these items as gifts for her family.
As a vendor funded program, we looked for creative ways to add exposure, impressions and earned media for the participating companies. The project consisted of several elements: a Direct Mail piece with a dollar-off offering, product coupons, spotlight boutique, Email banners, Mobile Coupons, site marketing and a multi-flight multimedia campaign.
Direct Mail:
The direct mail was designed to emulate an award envelope, with each panel opening up new offers and products for Mom’s to consider for their family. We tested dollar-off offers on the outside of the DM piece, as well as special offers. We integrated social media into the DM to encourage users to go to Target.com to research more and to create a “Hint List” for their family.
Electronics Boutique on Target.com:
Because the boutique would live longer than the specific gifting season, we organized each group by separate categories: Grab & Go, Make Memories, Stay Connected and Relax Together. Each of these groupings allowed us to create a them for potential gift givers. Once the guest clicked on a category they could simply roll-over the product to view quick details. From there they could shop the product on Target.com or share the item to their Facebook feed (and dropping a little hint to their family).
Creative Director / Copywriter / Strategist
Work done while at Schematic Minneapolis
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