friendsgiving

give thanks for a 30% lift in store sales

the BACKGROUND

gather ‘round

Friendsgiving is an emerging tradition among millennials; young people gather with friends instead of family and make old recipes with new twists. Many are hosting for the first time, so they’re open to inspiration. Target Media Network worked to help key grocery partners support this rising cultural moment by bringing them together around the table.

the goal

a new kind of menu

To drive awareness, consideration and sales for Friendsgiving meal ingredients.

the strategy

getting ready for guests

First, we kicked off the season by reaching out to guests just as they were beginning to plan their celebration. A custom landing page offered recipes and DIY decorating ideas. To drive millennials there, we used 1st party data and demographic targeting to reach them. We geo-targeted our message to speak to people in cities where Friendsgiving is most common. And we used Facebook Carousels to make sure that when millennials were talking about Friendsgiving online, they were talking about our brand partners and Target.

In the final two weeks leading up to Thanksgiving, we shifted to align with our guests’ progression from planning a meal to shopping for it. We layered on an amplification flight to incent conversion among eleventh-hour shoppers, We geo-fenced Target stores in top cities to connect with guests when they were ready to shop. We highlighted savings and promotions and drove to a curated Cartwheel offer collection for easy redemption.

KEY SOLUTIONS

seasonal & licensing occasions

the success

  • 30%

    lift in store sales with guests exposed to media*

  • 5%

    lift in online sales with guests exposed to media*

  • 5.6%

    lift in adds to cart for guests exposed to media*

  • 4.8%

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

*vs. non-exposed guests

numbers to be thankful for

Many brands with many budgets were able to create a spectacular result. In the end, everyone at the table benefited from a 30% in-store sales lift. Even online sales got a piece of the pie, with a 5% lift in sales, a 4.8% lift in product views and a 5.6% lift in adds to cart.