The Everyday Collection
Showcasing everyday brands – fashionably.
Target was looking to grow its grocery business but struggled to meet its goals with campaign messaging based on conventional category promises of fresh produce, low prices, and convenience. We saw the opportunity to reinvent the category and sell groceries in a way that only Target could. We focused on the mundane, common truths of groceries and essentials and, with The Everyday Collection, elevated them through a ridiculously self-aware lens of fashion.
We increased grocery trips by 6.5%.
Social media conversations about Target skyrocketed by 565%, putting the brand at #1 for earned social media impressions among all US brands.
We invited the guest into the conversation with the live Tweet-to-Runway Show, a first-ever live streaming runway spectacular inspired by everyday tweets.