Target wanted a strategic influencer marketing campaign that would drive meaningful engagement with USH parents by crafting a message and experience that leads with empathy and expertise parenting solutions that Target can leverage to adjust to their “new normal” at every age and stage.
The influencer campaign leveraged 3 Latinx parents or parents-to-be (Jorge Narvaez, Stephanie Lee, and Jacqui Saldana) who shared authentic, funny and unique content about their parenting journey. Each social post shared an “Aha Moment” highlighting how Target Baby products help them do the best they can in any given parenthood milestones they are currently living. Each content piece presented Target as the go-to place to find the products, services and solutions for everything their new baby needs.
All video content outperformed internal benchmarks, pointing to the campaign’s success in driving engagement. The social engagement rate was 1.7x higher than the benchmark, with a total ER of 5.0% across all posts. Specifically, Stephanie’s videos drove more than 56% of the campaign engagements with a strong avg. ER of 8.8% outperforming H Code’s and Influencer’s ER benchmark, by 194% and 42% respectively. This strong performance points to the success of a captivated audience through a dynamic, fun and relatable narrative.
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