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Special Project

Special Project
From the 12th Annual Shorty Awards

You Had Me At Target

Winner in Meme

Entered in User-Generated Content


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. 

Strategy and Execution

To allows guests to share their love for their true Valentine, we: 

  1. Partnered with six meme accounts, better known for poking fun at both single and married life, to kick-start a UGC challenge. 
  2. Showcased the love that is found in our stores, re-sharing various stories from meeting at Target to proposals and weddings. 
  3. Highlighted our wide-selection of gifting items.
  4. Ensured the hashtag franchise and challenge were broad enough to live beyond Valentine's Day. 

The social challenge called for guests to snap a photo of themselves “holding hands” with their cart that is curated for either:

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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