Objectives

The goals for Target's first-ever April Fools campaign: create content that stands out, drives brand love and tells Target's story of innovation in a fun way.

Strategy and Execution

We created a fake product to launch on April 1^st: The Fanny Basket, the love-child of a shopping basket and a fanny pack. The campaign featured a Buzzfeed "leak," product launch video, and realtime content tailored to each of the brand's social channels. We produced 170 pieces of unique content.

Results

• 500,000 video views in 24 hours

• 172MM social media impressions

• 11% Share Of Voice, second only to Google

• overall positive sentiment 2x benchmark

• above-average benchmark performance across every social channel

• Earned media coverage from: The Wall Street Journal, Chicago Tribune, AdWeek, CreativityOnline, CNN & more.

• All accomplished with $0 PR budget

Media