Objective

An ever-changing algorithm and a shift towards video-focused content meant that to drive engagement & relevancy, our meme strategy needed to evolve. Beyond static images, we wanted to reflect the way our audience was consuming content while keeping the essence of what made memes culturally relevant in the first place: authenticity, simplicity, humor, and relatability.

Strategy

STRATEGY

• We set out to grow engagement & spark brand love by combining both still images and video.
• We didn’t just want to chase trends, the key was to build a strategy that was ownable to Target.
• By implementing a guest-led approach, we sought to increase engagements, as well as views on videos memes on Instagram Reels.

EXECUTION

• Through social listening, we looked to identify key moments in the shopping experience that differentiate our brand from other retailers.

• Then, we created a list of truths that are universal and undeniably Target. We continued to reference this list as we approached each brainstorming session.

• We prioritized ideas that could translate to video-meme formats and embraced ideas that allowed Target to show up in playful and unexpected ways - shifting our creative approach and tone to be less polished. 

Results

• Since we implemented the new strategy in 2021, our follower count increased by 650K, garnering a total of 4.7 million followers, the most of any of big box retail competitors on the platform.
• In total, we drove over 17M impressions, 8.4M views, 1.7M reactions, and 28.6K comments.
• Our two most engaged memes received over 226K likes and over 2M views.
• There was a total of 208K shares of memes to IG Stories, showing a deeper level of engagement.
• Within their Stories, there were quotes of positive sentiment such as “IDK who Target hired to do social but I cannot get enough these days,” “This spoke to my heart,” Target knows wassup” and “Target Social media manager gets it” among others.

Media