beauty

A head-turning 20% lift in adds to cart

the BACKGROUND

The start of something beautiful

A large beauty partner wanted to continue support for a top product line that had recently launched at Target. The company planned a series of GiftCard™ offers to do just that and turned to Target Media Network for the finishing touch.

the goal

Put all eyes on us

To demonstrate a lift in online and in-store sales through targeted promo amplification.

The strategy

Attract & outshine

We created two media flights, each with a different “buy 3, get a Target GiftCard™” offer. Creative focused on the offer, but since the product was new to market, we also included brand copy and imagery to make a glam first impression. With a modest budget in play, we focused our media on Target.com, using both desktop and mobile tactics to capture the attention of our guests wherever they were.

And we learned—fast. We applied insights gleaned from the first flight to the second. Playing up the newness factor to help the product line stand out in a cluttered holiday season. Contextually targeted placements and added app exposure further assisted in capturing that rush of holiday traffic.

KEY SOLUTIONS

Promo amplification

The success

  • 8%

    avg. lift in store sales with guests exposed to media*

  • 9%

    avg. lift in online sales with guests exposed to media*

  • 20.1%

    lift in adds to cart for guests exposed to media*

  • 2.5%

    avg. lift in product views for guests exposed to media*

*vs. non-exposed guests

A sensation in the beauty aisle

In the end, our efforts paid off beautifully. In-store sales were up 8%, online sales 9%. And guests who were exposed to the media were 20.1% more likely to add the items to their carts.