Let's Target

Objectives

With Let's Target, we set out to create an attention-grabbing, YouTube-native series featuring both traditional and internet celebrities who get to know each other from the comfort of their own homes. With distinct activities and themes guiding each episode, we offered viewers a unique (and uplifting) glimpse into the lives of some of their favorite personalities.

Strategy and Execution

In 2019, Target created its first 6-episode YouTube series, Let’s Target, pairing interesting people across different entertainment verticals to meet and get to know one another, making Target (and a #TargetRun) the cultural backdrop to a uniquely ownable talk show experience. This was one of Target’s first forays into “retail-tainment” video content. We believe a large part of our success was due to our unexpected pairings.

Our intent with the second season was to drive love and cultural relevance for our brand with native, timely and entertaining content to increase engagement and shopping interest with our YouTube growth audience. Our inpsiration for the series was casual + candid talk shows – where both the host and the guest share interesting stories and perspectives, providing a peek behind the curtain of their “real,” authentic selves. This series heralded Target’s evolving and expanding presence on YouTube.

Like season 1, we paired a more traditional “celebrity” with a creator for a candid experience with Target as the cultural connector. Since a traditional “Target Run” was not feasible, our talent instead were pushed to try something new together - while apart - showcasing our social-famous shipping boxes and curated products enabling a pandemic-friendly activity.

How we built off our intent:

Cohesive Series Branding - We created an ownable property for the series, which built viewer loyalty and brand equity.
Strategic Talent Pairings - From Golden Globe winners to up and coming TikTokers, our diverse range of talent and unexpected pairings led to thousands of adoring comments from fans. Additionally, our talent shared in the excitement for the series and went above & beyond, commenting on each other’s socials and sharing additional posts.
Strategic Activity Focuses - Leaning into at-home trends during the pandemic, we anchored each episode in an activity that felt relatable to audiences, while also providing an opportunity to see behind the curtain into the lives, routines, and homes of beloved talent.
Successful Remote Production - Amidst a global pandemic, and a variety of other twists and turns along the way, we built a highly customized approach to remote production allowing us to remotely (and safely) produce a series with high creative and production value.

Results

During a tough year for all, we were able to give viewers something to smile about. Let’s Target was entertaining, funny, thoughtful and heartfelt, giving us all a break from the hard parts of 2020. The series was a hit with viewers, driving an 81% like rate (11% above the channel average), as well as impressive connectivity between episodes, with a 6% end card CTR rate. Viewers were invested in the series, and were eager to watch another episode!

CAMPAIGN METRICS
Views - 4.3M
Impressions - 4.1M
Comments - 51K
Like Rate - 81%