The Target Bundle Up campaign aims to encourage earlier winter jacket purchases through bundling accessories. It will integrate promotions into the Cartwheel app, offer an exclusive concert series sweepstakes, and employ Twitter advertising with hashtags like #TargetBundleUp. The goal is to bring customers in sooner while building the Target brand through digital strategies and potentially ongoing seasonal bundles.
5. communication objectives:
Encourage mom to buy her kid’s winter
gear earlier in the season from Target
Encourage winter jacket purchases via
bundling of winter accessories for kids
Keep mom coming back to Target
Bring awareness to seasonal bundle
promotions for her kids
7. the Target Bundle Up story:
We all hate the winter. It’s cold, your kids
are getting cabin fever and the driveway
needs to be shoveled. We’re here to help
you get your family ready for winter –
sooner – so you can be ready when the
first chill hits. Target Bundle Up aims to
save mom money, keep the kids warm
and help make the impending winter a
little less dreadful.
8. our voice:
Here to help and empathetic.
(we know, we don’t love the cold
either.)
our niche:
Easy to use,
in-store digital integration.
10. Welcome to Target Bundle Up!
With each winter accessory you
buy your kids before November
21st, receive a percentage off of
their winter coat. More than one
kid? Swipe to the right to keep
track of everyone, within app.
Tweet #TargetBundleUp for
additional savings!
Complete the bundle, and
receive an exclusive access
code to our Vevo concert series
with Taylor Swift and One
Direction. Also, you will be
entered for a chance to see the
concert live.
Get started now!
11. goal within app
• Seamless integration into
Cartwheel® app
• Barcode scan at check out will
check off bundle items and
apply various discounts to
child’s jacket
• Completion of full bundle
access concert code and
potential to win tickets to
Target Bundle Up concert
• Potential for seasonal roll-over
(spring, summer and fall
bundles)
13. twitter tactics
• Build awareness of Target Bundle
Up
• Sync Cartwheel® app to Twitter
account
• Reinforce usage of
#TargetBundleUp from October 1
– November 21, 2014
• Encourage consumer interaction
• Retweet and respond to energize
consumers to purchase bundle
14. There is nothing cuter than a bundled up kid in the winter! Tweet us
your favorite pictures #TargetBundleUp
16. Target and Vevo present:
Target Bundle Up Concert Series
with Taylor Swift and One Direction
Chicago:
Detroit:
Philadelphia:
Boston:
New York:
11/17
11/18
11/19
11/20
11/21
17. Target Bundle Up Concert Series
Combining use of
the Cartwheel®
app for winter
apparel savings
and concert series
sweepstakes
Characteristics of the Concert Series:
Week-long series of
shows in 5 major US
cities
Smaller, exclusive
venues (~2,500
people per show)
Taylor Swift and One
Direction to appeal to
youth market
19. mobile app screenshots
Choose your city:
Detroit, MI
Chicago, IL
Philadelphia, PA
Boston, MA
New York, NY
Check your inbox!
You’ll receive an email
with your Vevo access
code soon.
You have been successfully
entered into the
Target Bundle Up Concert
Series Sweepstakes!
20. advertising on twitter
Complete the #TargetBundleUp and enter for a chance to win tickets to our
concert series with @taylorswift13 & @onedirection in 5 different cities!
Complete the #TargetBundleUp and receive an exclusive access code to
watch @taylorswift13 & @onedirection live on Vevo 11/21
@taylorswift13 & @onedirection will be hosting live Q&A’s all week during the
#TargetBundleUp concert series! Stay tuned for dates and times…
23. mobile/web ads
• Build awareness of Target Bundle
Up and Bundle Up concert series
• Set weather-sensitive dynamic
trigger at 40
• Display on sites relevant to Mom
using mobile and web
27. benefits outweigh cost
Pros
Con(s)
1. Get shoppers in early
2. “Grow Up with Target”
3. Re-use leads to a)
persistent branding and b)
good publicity
1. Giving away gift card
• However, gift card is
not valid until March 1
of the next year, so
purchasing is shifted
to next season, and
customers are
prompted to return
28. parents tend to support charitable and sustainable
interests, and potential local partnerships are prevalent
nationwide
29. #TargetBundleUp: Summary
Get mom
shoppers in
sooner
Reinforce
negative
perception of
winter with
empathy
All accomplished
via key media:
Reach moms
with App,
Twitter®, and
idea of giving
back
Appeal to
kids (and
mom?) with
concert
series
Potential for
longevity via
seasonal
rollover
1. Cartwheel® App
2. Twitter®
3. Display and Mobile Ads
4. Vevo®
Notas do Editor
What drives these (behavior change)
35-45 years old, working mom – both in the office and as the “director of home operations”2 kids, a girl in 3rd grade and a boy in 5th – a lot of effort put into keeping the family running smoothly Digitally savvy, likes using her personal iPad at the end of the day when she has time to relax after workGetting a good deal is important to her, and in this case, she is nervous about buying expensive gear that her kids might grow out ofShe knows the winter is coming eventually but is hoping for a late winter and is putting off having to buy winter clothes – she is more motivated to hold off in the hope of better deals as opposed to buying early
Can even do some kind of tie in with taylor swifts next album which should be released in Q4Sweepstakes winners announced 11/15
Tweets on the side of Q&A, and anything with #TargetBundleUpCan control camera angles, zoom, pause, etc.
This button at top appears after you complete bundle up checklistReceive email giving exclusive Vevo code and confirming sweepstakes participation
TWWEEEEETTT
“Don’t leave your kid out in the cold!” #TargetBundleUp#TargetBundleUp”Bundle up at Target and be entered to win exclusive concert tickets -learn more at ….
Channels to reach mom
Pros: -Gets people in early because they want the gift card (only done until 11/21)-Your kid’s growing up, grow up with target (return the jacket that your kid no longer fits into…help the Earth while getting a gift card)-Hangars chosen to make the program persistent and well-known -Publicity of doing something good with your old jacketsCons:-Giving away gift card (mitigated by gift card not being valid until next season of clothes, so we’re shifting them to the next season while keeping them in-store with a gift card in lieu of a discount)