Objectives

In 2020, Target Fam became more than just a Facebook Group. We set out to go beyond growing our community to co-create a go-to resource for parents, an oasis from stress, a home for joy, and a place of acceptance - a true community of actively engaged members. 

Strategy and Execution

A key focus for Target Fam was to co-create and foster an engaging, emotionally safe online space with our social community where members feel welcome and empowered to be open, vulnerable & honest. 

To ensure we cultivated a group people want to be a part of, we: 

• Created clear and concise Group Rules, establishing a no-tolerance policy for parent shaming or bullying, which we consistently enforced
• Manually approved over 29K posts to eliminate spam, repetitive or inappropriate content
• Set-up a member approval system to ensure that we protect every member of the community

In one year, we facilitated connections between over 37 thousand members. This connection is why half of our members are active on a daily basis. Parents from all walks of life have come together to celebrate each other’s journey and this space has become an invaluable source of support for so many in 2020, and into 2021. To ensure that we continue fostering this community, we reviewed 29,045 incoming posts throughout the year to allow our members to grow in connection and creativity.

As the group has grown, we continue to implement monthly member features, member story highlights, meet and greet Q&A posts and surprise and delight opportunities. 

We celebrated our first anniversary as a community with our Fam, highlighting top contributors and creating gif stickers specifically for this group, leading to a 12% increase in active members and 42% increase in engagement in one month. In addition, group sentiment has been overwhelmingly positive as members continuously share that the Target Fam group is a source of positivity and celebration amidst ongoing negativity in the news and on social media.

Results

Throughout 2020, we saw our community show up for one another daily, and often in unexpected ways. From sending needed items across the U.S, or surprising members with notes of encouragement, homework help, quarantine craft ideas, parenting hacks, to posting uplifting stories of kindness — this group provided a level of humanity and support often lacking on the internet. Our members exemplified the spirit of community we hoped to achieve by inviting participation and sharing joy, successes, losses, and challenges all while riding the wave of the unexpected together.

2020 Results by the Numbers:

• 11,682 new members join the group
• 3,091,379 times members engaged with Target Fam posts
• 27,476 posts shared by members
• 40.8% engagement rate
• 55.9% members are active in the group daily
• Scary Mommy continued to share articles about Target Fam, including one new post about jeans that seem to fit every body type and several posts were re-shared including “Everybody is Going Bonkers for these Snow Globe Lights” and “Target has a Brand New Group that you Need to Join ASAP.”  

Media