Many students only recently heard the ultimate bell ring, but marketers are already ramping up activity for the back-to-school season. Target on Monday unveiled two latest campaigns targeted at different back-to-school audiences, Marketing Dive can exclusively share, aligning with the approach the big-box store has adopted around big sales windows because it tries to hone personalization. Target typically runs separate marketing pushes for school students and younger kids this time of yr, a spokesperson said.
The first effort, “Hey Mom, I’m at Target,” is tailored to the collegiate set and stars young content creators, a primary for the retailer. In the ads, the influencers — who hail from schools like New York University and University of Michigan — navigate the complexities of transitioning to dorm room living, including dealing with messy roommates and an absence of shower caddies. Smartphones play a lead role within the creative because the forged texts, video calls and fawns over Target items like a desk mirror that is well-suited to shooting get-ready-with-me videos for social media.
A serious inspiration for the campaign was customers viewing Target as a house away from home, based on Michelle Mesenburg, senior vice chairman of creative and content on the retailer. Several of the spots also conclude by promoting Target perks, corresponding to same-day delivery via the brand’s Circle 360 membership platform and a suggestion for 20% off one storewide purchase for college-aged students who’re a part of its Circle loyalty program.
Target debuted Circle 360, its response to Amazon Prime and Walmart+, last yr. Crispin, a previous Target collaborator, is behind “Hey Mom, I’m at Target,” which is already running on social, digital and audio channels.
The other campaign, launching July 6, emphasizes a product assortment that may appeal to folks, teachers and younger kids for essential occasions like picture day. “All of the Above,” Target’s first work with creative agency Anomaly, is soundtracked by De La Soul’s “Me, Myself, and I” and can feature collaborations with teacher content creators throughout the varsity season, extending the retailer’s concentrate on influencer marketing to enhance more traditional promoting. Future installments in “All of the Above” will probably be released on July 20 and Aug. 3.
“The primary thing we hear from parents when prepping for back to highschool is having to choose from budget and magnificence,” said Mesenburg in emailed comments. “We built our ‘All of the Above’ back to highschool body of labor on this insight, helping parents see that they will have all of it — incredible style and must-have items to assist students feel confident when heading off to highschool, all at [an] inexpensive price.”
Navigating uncertainty
Back to highschool is Target’s second-biggest sales season of the yr, making it a critical period to get right. Reinforcing commitments to value and delivering an on-trend assortment have been cited by executives as a few of the brand’s top mandates this yr. Despite sharp macroeconomic uncertainty, nearly three-quarters of back-to-school shoppers plan to spend the identical or greater than they did last yr, based on a PwC survey.
Target is in search of a turnaround following challenges related to tariffs and consumer boycotts over changes to its diversity, equity and inclusion initiatives. Net sales on the chain declined 2.8% yr over yr to $23.8 billion in Q1 while Target lowered its full-year guidance.
“We’ve got to be consistent. We’ve got to make it easy and exciting for our guests to buy. And those are the things we get up each day focused on,” said CEO Brian Cornell on a call discussing the Q1 results with analysts.
Target’s pair of marketing pushes land as rivals are preparing their very own deal bonanzas, inclusive of offers around back-to-school essentials. Walmart last week announced its summer savings event would return July 8 and run for six days, directly competing with Amazon’s Prime Day blitz.
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