Industry Craft > Integrated
MOTHER NEW YORK, New York / TARGET / 2016
Overview
Credits
CampaignDescription
The fashion world has a huge influence on culture, but it is arguably one of the least accessible cultural spheres. This tension inspired our idea, “TargetStyle, In Vogue," a unique way of reinventing the fashion ad by taking it out of the magazine and into people’s hands.
Execution
What happens when a retailer, a magazine and a discovery app get together? That’s how "TargetStyle, In Vogue" was born. We created an immersive campaign built around the concept of re-imagining Vogue’s most iconic fashion images using only Target products. It started with a 15-page spread (in the September 2015 issue) that showcased our stunning new images, all of which could be unlocked for interactive shoppable content when scanned with Shazam technology on mobile devices. We then brought it out into the real world during NY Fashion Week: at a party where people could meet style influencers and engage with the sets from print; as well as an art gallery takeover that spoke to the historical significance of the original Vogue images and Target’s role in bringing them back. The initiative transformed a traditional print buy into a cultural moment – both in and beyond the page.
Outcome
Over 165 million impressions of the Target+Vogue campaign story. At the New York Fashion Week event, over 580 top media, influencers and lifestyle experts attended. TargetStyle accounted for 15% of the total NYFW social conversation. The partnership with Target and Shazam created a new kind of interactive, immersive mobile experience to go deeper into the print images and shop product online-- which resulted in driving 77% of the total Target.com traffic while this campaign was live.
Relevancy
Target transformed a print buy into a multi-channel cultural statement. The brand had an opportunity to continue their mission of making great style accessible to all sitting right in front of them. So we reinvented the fashion ad by taking it out of the magazine and into people’s hands.
Strategy
We needed to figure out the role Target could play in a context like Vogue magazine -- particularly in the hyper-saturated September issue. There were already so many brands vying for the attention of the publication's style-attuned audience, and we knew Target couldn't win attention or compete on fashion-credibility or product offering alone. However, instead of seeing this as a weakness, we turned our lack of credibility on its head and saw it as a strength. Our strategy was to simply demonstrate what Target has always does best: make amazing style accessible for all. Within the context of Vogue, this felt like an interesting tension to play with. Not to mention we thought it would resonate with our female Millennial audience (25-34 years old) who grew up in the Internet Age -- where traditional "establishment" walls were old school and valued access to information and experiences.
Synopsis
While Target is the place where families go for everything–from shampoo to Sunchips to statement necklaces– the brand’s commitment to democratizing style and design is what makes it stand out. Target had access to a twenty-one page insert in the September issue of Vogue, and with that, an opportunity to take their mission to a new level.
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