Taking learnings from the first season of the Target LIVE series, the focus for the second season was to bring awareness and shopping inspiration to Target’s higher engaged audience, leveraging ongoing promo offers. The goal was to create an “Always be Selling” livestream series that celebrated newness by highlighting Target’s viral must-haves. The production approach was lower-fi 30 minute episodes on a biweekly cadence, with a doable and repeatable creative. In the series, different categories were selected for the audience to help with, while they got to shop along! The objective was one cohesive, simulcasted LIVE utilizing target.com/live as the main hub for all shopping interactions.
Stage TEN oversaw the production from start to finish, as the creative and tech agency for the series. From working on development with the Target team and scripting each episode, to producing each biweekly live show, and distributing it across multiple platforms.
The series had one ongoing host–Joy Green–a mid-tier creator with livestream experience and a presence on various social platforms. The biweekly cadence required the Stage TEN team to pull ahead on all areas of production including scripting, finalizing products, developing promo assets, wardrobing, and incorporating different tests based on performance of previous episodes. Different ongoing Target promo offers were leveraged in each episode, targeting a higher engaged audience. On-screen graphics, close up camera shots, live demos and personal anecdotes from Joy were all used to organically feature the products and promo offers.
Stage TEN’s technology and platform ensured a cohesive simulcasted live on Target’s website, and Instagram and YouTube for further reach. Commerce was funneled to a main hub on target.com/live, where the audience could directly engage with the host, other viewers, and the live itself, along with shopping all featured products without leaving the site. Interactive elements were incorporated into the creative through:
Integrated chat, where viewers engaged with Joy, Target and each other
Live polling, where the audience voted for products they preferred in various categories
Shoppable live video, where viewers directly shopped featured products during the live
To test viewer behavior following a live show, Stage TEN worked with Target teams to launch shoppable VOD, allowing viewers to continue shopping featured products in the series. Using post event promo assets, Target was able to track and better understand the impact on content and sales performance post live.
The series was multistreamed across three different platforms—target.com/live, Instagram and YouTube. The six streamed episodes of the LIVE series resulted in 200 minutes of original LIVE content and 150K+ total views. Social sharing on both Target-owned channels and host Joy Green’s Instagram and TikTok channels extended the overall reach and views of the series.
