Target – Pets

Project: Target Masterbrand
Agency: Virtue Worldwide
Channels: TV & OTT Broadcast, Social, Digital Display, Direct Mail
Air Date: Apr 2020 - Oct 2020

Team: Christine Robertson, Layla Heydari, Lia Koo, Jackie Mucilli, Isha Bhatti, Andy Verderosa, Kyle Heiner, Jilll Rothman, Susie Lyons, Taylor Delbridge, Kim Uong

Strategy: Over the last decade, pet ownership has exploded in growth with to 15M per year and is the new marker for maturity. For context, that’s nearly 4x the amount of babies being born each year. “Pet Owners” now think of themselves as “Pet Owners” and our furry friends are legitimately treated as members of the family. We take them shopping, out to restaurants, riding around with us in an Uber, etc. And we love and care for the holistic wellbeing of our pets, as as they enrich our quality of life. With the enormous surge of Pet Parents, in short, Pets are big business.

With no end in sight to how big the Pets category can be, Target is prioritizing the Pets category. They are increasing their toy assortments,

supplies, purchasing higher quality foods and re-envisioning their own pet brand. But consumers don’t naturally think of buying their pet products at Target.

Enter our challenge. How do we get Target guests to increase their Pet trips and go from a ‘while I’m here” to a “why I’m here” mindset? Based on the shared values of Target and the Target guest, our job was to make Target the place that makes it easy and fun to enrich the bond between Pets and their family.

Results: Results are proprietary and cannot be shared, so I’ll just say this. Results exceeded all KPIs and expectations.

Target – Good&Gather

Project: Target Owned Brand, Good & Gather
Agency: Virtue Worldwide
Channels: TV & OTT Broadcast, Social, Digital Display, Direct Mail, In-Store
Air Date: Oct 2019 - Feb 2020

Team: Christine Robertson, Layla Heydari, Kelsey Liss, Nicole James, Jackie Mucilli, Shakayra Moore, Elliot, Salazar, Kyle Heiner, Jilll Rothman, Susie Lyons, Taylor Delbridge, Kim Uong

Strategy: In 2019, we launched Target’s brand new in-house grocery brand, Good & Gather, with a very tasty and very Target 360 campaign. We showed just how easy it can be to make eating at home delicious.

Results: The results are proprietary. But sales have been through the roof. Good & Gather sales are now over $2.2B in less than two years.

Target – Everspring

Project: Target Everspring Launch
Agency: Virtue Worldwide
Channels: Digital, Social, In-Store
Air Date: April 2019

Team: Christine Robertson, Kelsey Liss, Jackie Mucilli, Andy Verderosa, Kyle Heiner, Jilll Rothman, Taylor Delbridge, Kim Uong

Strategy: In 2019, Target developed a new line of better-for-the-Earth cleaners and home products. For the launch on Earth Day, we created a series of Instagram stories and in-feed videos introducing the new brand and it’s range of scented products.

Results: The results are proprietary and cannot be disclosed.