Through social listening we learned that during Valentine’s Day guests refer to Target as a person versus a place, directly mentioning us as their “bae”. Based on this insight we set out to become the proxy for real-life love to all guests, regardless of relationship status.
To allows guests to share their love for their true Valentine, we:
The social challenge called for guests to snap a photo of themselves “holding hands” with their cart that is curated for either:
Or products that represent that Target is their bae.
In addition, we created a set of 13 complementary GIF stickers for guests to place on their challenge submissions, Target date nights, and beyond.
By the end of February we garnered 757 public posts using #TargetBaeChallenge, and 51.2MM organic impressions on owned content. Our partnered meme with @MyTherapistSays is the fourth most engaged Target Instagram post of 2019, and our partnered meme with @kalesalad is the fifth most engaged Target Facebook post of 2019. Post Vday, our #TargetBaeChallenge hashtag and GIF stickers were used by guests throughout the year.
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