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
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.
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