BACK TO SCHOOL

Because of our success with the Easter campaign, just a few months later, we were considered for Target's biggest campaigns of the year, back to school. While the proposal again asked to highlight product range, it had to be within the theme of the fall season bringing everyone back together. 

When it comes to reaching an audience of parents, the SheKnows video franchise Hatch is always a strategic tactic. The video series, which features Gen Z and their honest, adorable, and often hilarious take on topical subjects, is a SheKnows exclusive product, and while the content features children, the Hatch audience are usually parents who want to glimpse how children think about the world.

For Target's back to school initiative, we featured kids and their parents talking about their favorite things about going back to school. Featuring their parents underscored how back to school is exciting time that the whole family experiences together. The video also demonstrated how back to school shopping is an important preparation ritual for kids.

Because Target enjoyed the illustrative product-assembly videos from Easter, we did a similar series of videos for back to school. Three additional videos were created, one video each for lunch boxes, backpack supplies, and school style.  

Brand alignment and integration into editorial content guided parents on how to ready for back to school with Target.

Throughout the flight, native, amplified, targeted, and high-impact media drove brand awareness in the right context and to the right consumer.