The Early Deadline is December 9th! Enter Now!

Enter the 14th Annual Shorty Awards

The Shorty Awards honor the best of social media and digital. See categories below. The early entry deadline is on December 9th, 2021.

CONVERSATIONS WITH CEOs

Entered in Branded Series, Multicultural Community Engagement, Retail & E-Commerce, YouTube

Objective

Target wanted to authentically bring light to Black-owned businesses, their founders’ stories, and entrepreneurial journey to Target stores. This dedicated YouTube series was made with the intent to inspire the entrepreneurial spirit in all of us.

Strategy

Target took a seat in the Director's Chair as 5 emerging YouTube Creators pitched them on ideas to create a new, original series for highlighting founders of black-owned businesses at Target. 

The winning creator, digital storyteller Hallease, developed a five-part video series called “Convos with CEOs”, highlighting the unique stories of the founders behind products sold at Target. Each video features one CEO and their brand, including Black Girl Sunscreen, Beauty Bakerie,  Ellis Isle Tea, and More Than Peach Project.

Target was organically integrated into the storytelling through relevant integrations including: 

Amplification across multiple channels: 

5 INSTAGRAM REELS
Hallease promoted the series through her IG channel to garner further awareness for Target’s black-owned brands. 

Results

YOUTUBE

5 YouTube episodes in series

60+ Minutes of original content

6.4M+ Total views

4.2M Impressions 

107.3K HRS Watch time

60+ MINS Of original content

20.9K Total Engagements


5 INSTAGRAM REELS

28.1K+ Total views

30.5K+ Total Impressions

2.7K+ Total Engagements

33.27% View Rate

3.28% Engagement Rate (Post Engagement Rate Benchmark: 1%)

Media

Entrant Company / Organization Name

Open Influence, YouTube X Target

Links

Entry Credits