In light of 2020's cultural movement around racial and social injustice, Target created a social strategy to elevate, celebrate, and educate on Black voices. As a part of the strategy, Target Social committed to dedicating at least 15% of our editorial calendar to feature Black brands, creators, artists, guests and team members. Representation lived across all category content and all social platforms. Our goals were to empower our Black guests, demonstrate Black Joy and share Target's investment in Black economic vitality 24/7/365.
THE STRATEGY
Our reactive content strategy was grounded by what guests were searching for, talking about, and sharing in UGC. In response to our initial commitments to racial equity, guests let us know that they were looking for more Black-Owned brands to support. We showcased over 80+ Black-owned brands available at Target, paired with founder stories and original comments to let guests know "we hear you". In addition, we improved the navigation experience by creating our Black-Owned brands hub and badge on Target.com.
We also partnered with illustrators (@glographics, @aspoonfuloffaith), publishers (@r29unbothered) and our internal books department to create actionable resources on how to be a better ally and prioritize Black wellbeing. From graphics educating on the importance of diverse dolls, to digestible mental health advice to start the week, we invited authenticity when handing the mic over to an expert.
Last but not least, we created #RealTalk, an Instagram takeover series between two Black founders to discuss their POVs on one hot topic. Eight founders participated in the series, including Taraji P. Henson and Monique Rodriguez, covering topics around relationships, starting a business, leaving a legacy and mental health.
