Cannes Lions

Target Creates First Ever Live Music Video with Gwen Stefani

DEUTSCH LA, Los Angeles / TARGET / 2016

Awards:

1 Silver Cannes Lions
3 Bronze Cannes Lions
5 Shortlisted Cannes Lions
Case Film
Film
Demo Film

Overview

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Credits

Overview

Description

We partnered with Gwen Stefani and used Target’s four-minute commercial break to create the first-ever live music video shot on national television during the GRAMMYs. And not just any music video - the official music video for Gwen Stefani’s new single, “Make Me Like You.”

But we weren’t just live on television; some of the biggest social media influencers took the GRAMMYs audience inside the set through live social media.

Execution

In one take with 25 million people watching, we created a live music video on America’s largest soundstage with 200 crew members, 30 dancers, 9 roller skaters, 11 cameras, 10 sets, 7 wardrobe changes, and 1 musical icon that captured the attention of the GRAMMYs audience on every channel.

But let’s back up.

Leading up to our live moment, we created a phased content approach that put the world on notice. We started by teasing the video on the channels where the GRAMMYs are most talked about (Snapchat, Twitter, Shazam, and Vevo) and even where the actual awards show takes place (LA Live next to Staples Center). Then on GRAMMY day, Target, Gwen, and our influencers drove tune-in across social channels, engaging millions of fans. And when the GRAMMYs cut from their show to our live feed, our video began to unfold, with social conversation baked in at every turn.

Outcome

Our live music video was one of the most-talked about moments before, during, and after the GRAMMYs – resulting in over four billion impressions and 233 million social impressions.

• Before the show, there was a massive swell of PR, with Entertainment Tonight, Ryan Seacrest, and others wanting to learn more.

• During the GRAMMYs, Gwen Stefani trended nationally and globally on Twitter. Target had 40% share of voice GRAMMYs day and more than 38 million campaign video views.

• Our idea garnered over 1,300 global press mentions and was highlighted on celebrated talk shows like Ellen and Jimmy Kimmel - even being featured on the iconic game show, Jeopardy.

• The impact of our live music video increased national sales of Gwen’s album by 300% and helped her first solo album in ten years to debut at #1 on the Billboard charts – for the first time in her thirty-year career.

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