Target Heads Back to Class on Students' Terms

Target enhanced its digital offerings and emphasized its fashion chops for a two-pronged back-to-school campaign that attempts to foster a deeper connection with college-bound Millennials and the general student population.For the college crowd, the retailer reprised its annual “Bullseye University” concept (see “Target ‘Has It …” in Related Articles) for a new digital experience that offered live streaming of five popular YouTube personalities — including prankster magician "Magic of Rahat" and video game fan Brooke "Dodger" Leigh — living in a life-size “dorm” from July 15-18. Los Angeles-based Deutsch handled the effort (see "Target Builds ..."), which was filmed on an L.A. set.At bullseyeuniversity.com, visitors could shop the products showcased in the rooms, interact with the "roommates," enter a sweepstakes awarding college gear, and engage in live-stream online events that included music performances and workout sessions. Target promoted the effort on Facebook with a cover image and updates. An introductory video housed on the retailer’s YouTube channel presents the effort as a way to “go to college before you go to college.” (See below.)Target also is deploying pop-up shops on five college campuses throughout August and September. The freestanding glass structures are occupied by a student ambassador and furnished with Target products. The events include coupon distribution and giveaways. Visitors also can shop the showcased items by scanning QR codes. For younger students, Target abandoned the teacher-themed TV spots it had used for the last two years (see “Target ‘Has It …”) and instead is leveraging its fashion credibility in a “Kids Got Style” campaign created with 72andSunny, Los Angeles. Launched in select markets beginning July 14 and expanded nationally later in the month, the effort spans six TV spots (see video below), radio spots and print ads. A corresponding Instagram promotion had parents sharing pictures of their kids showing off a unique style using a special hashtag and tagging @Target. Entry ran Aug. 7-12. Stylist Amy Chin used some entries as the inspiration to create “Stylagrams” of outfits, colors and school supplies from Target, after which photographer Scott Darling shot images of the curated collections that were shared back with parents.A supporting post on Target’s A Bullseye View online magazine presented the effort as a way “you (and your kids) could get a custom, head-to-toe look created by one dynamic duo.” The post also presented an instructional video. (See below.)The TV spots carry last year’s “Target has it all” seasonal tagline, which also is used on P-O-P materials. Other signs employing “Bullseye U” messaging frequently direct shoppers to target.com for more purchase options. Target increased the inventory of its back-to-school department by about 200 SKUs this year and placed more emphasis on apparel, matching accessories and fashion-forward supplies such as glittery calculators and slap-ruler bracelets, according to Advertising Age.Noteworthy in-store activity includes a custom endcap display from Hallmark Cards’ Crayola merchandising two exclusive lines: “Pick Your Pack” crayons and Pip-Squeaks markers "in disguise." (See “Retail Intimacy, Part 1 …”) The new markers received a plug in the retailer's July 21 circular in a feature also highlighting exclusive designs from 3M's Scotch Magic tape and Pilot Pen Corp.'s Pilot G2 rollerball pens.An endcap header in the electronics department promises a free exclusive "Mario" backpack with purchase of two select Nintendo of America video games. In the apparel department, floorstands from Hanesbrands Inc.’s Target-exclusive C9 by Champion and flagship brand carry packaging touting free bonus product. Additionally, themed coupon books were distributed during sampling events.Among other seasonal activity:Cartwheel (see “Target Does …”) showcased numerous themed collections, including “Lunchbox Favorites” sponsored by Kellogg Co.’s Kashi and “Must Have School Supplies” sponsored by Newell Rubbermaid’s Rubbermaid.A “Back to College” landing page again links to e-commerce pages, a customizable shopping checklist and the retailer’s “uStyler” tool.For the 12th year, Target in August and September is busing freshmen from some 100 colleges and universities to private, after-hours shopping events.A seasonal direct-mail booklet delivered some $25 worth of coupons that expire on Sept. 2. Featured brands include Bic Corp.’s flagship, Crayola, private label up & up, 3M’s Post-it, Lexar and Kellogg Co.’s Kellogg’s, according to consumer bloggers.A separate college-themed booklet delivered coupons for brands including General Electric’s GE, Unilever’s Axe, Conair Corp.’s flagship, private label Room Essentials, Newell Rubbermaid’s Uni-ball, Energizer Holdings’ Schick and Procter & Gamble’s Tide that expire on Sept. 19.Seasonal circular features began in the July 7 tab. Standout incentives have included:a free lunch sack from J.H. Whitney & Co.'s Igloo with the combined purchase of Bimbo Bakeries USA's Brownberry bread and Kraft Foods Group's Kool-Aid Jammers, Oscar Mayer Deli Fresh lunchmeat and Kraft cheese slices.a free girls' T-shirt with purchase of two toys from Mattel Inc.'s Monster High line priced at $13.99 or higher.a free Bic mechanical pencil with purchase of three SKUs of Hillshire Brands' Hillshire Farm lunchmeat.A pair of coupons providing $5 off the purchase of three packages of Hanes or Berkshire Hathaway's Fruit of the Loom, each delivered in its own full-page feature also touting bonus product. Fruit of the Loom also is running a display ad on target.com plugging the special packages.Email blasts, print ads in magazines including Hearst Communications' Redbook, outdoor ads in markets such as Dallas, and online ads (including home-page takeovers at usanetwork.com, education.com and cafemom.com) round out the activity. Target also received college-themed co-equity FSIs from P&G. (See Related Promotional Activity.)

P2PI MEMBERS

JOIN P2PI

You May Also Like

Brands Join Stop & Shop's Fight Against Student Hunger

Back-to-School Shopping Trends