In August 2013, Target created #KidsGotStyle, a live event that collaborated with moms to celebrate the amazing style of real kids using Instagram video. First, we invited moms to share a photo that captured their kids’ individual style on Instagram using #KidsGotStyle @Target. Over the next six days, we responded to dozens of these photos by creating original videos (aka Stylagrams) inspired by and starring the real kids. They were all shot in the Instagram iPhone app in real time to ensure authenticity.

#KidsGotStyle turned moms (and kids) into Target advocates, generating content and positive social conversation around Target and kids’ style at back-to-school:

--We projected 560 photo submissions and received 16% more (655 videos)

--Social sentiment during the event was 71% positive, 13% higher than the rest of the season

The collaborations created a burst of engagement that shined a spotlight on Target just as moms and kids were finishing their back-to-school shopping:

--The event inspired 84,470 interactions (likes + comments), an average of 14,078 per day (380% higher engagement than the week before)

--Everyone who received a Stylagram took a screen grab and bragged about it to their friends, leading to 3.7M organic impressions

#KidGotStyle contributed to the success of Target’s 2013 Back-to-School campaign which advanced the brand’s back-to-school style credibility:

--The campaign increased brand perception as “stylish” (+22pts) and “where my kids wants to shop” (+14pts) vs. 2012