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.
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:
Shot in stores - featured in each episode
Product delivered in Target boxes
Verbal mentions and discussions about the products featured at Target
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.
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%)
