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May 17, 2024

Social Media Fans Star in Target’s Newest Marketing Campaign

Posted In: Retail Articles

Target’s newest marketing campaign, dubbed “That Target Feeling,” is set to debut May 19 with a spotlight on scenes and lyrics inspired by guests who post on social media to share their thoughts about the retailer.

The campaign features a reimagined version of the hit 2001 song, “Everywhere,” by Michelle Branch as it evokes nostalgia for the early days of the century, the company noted. The campaign is set to roll across a range of media channels including digital, audio, social and streaming.

Target reported it is mentioned 50,000 times a day in user-generated content, and it is the most-followed big box retailer on TikTok. As such, it looked to online fans for the marketing campaign. The content include selfies at checkout to a cameo from Lewis the Halloween Ghoul, as well as such as the lemon sponge that will pop up on the Target Finds page, organized according to the personalities appearing in the market campaign.

“We know Target is the happy place for millions of guests, and we’re excited to show what that looks and feels like through their eyes,” said Lisa Roath, Target’s chief marketing officer. “This campaign is inspired by real experiences shoppers have shared on social, those small, fun and sometimes unexpected moments of discovery and delight in our aisles that make us Target. We’re lifting that joy up in our marketing this year as we continue leaning into nostalgia and humor in new ways.”

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