Target Media Network

the BACKGROUND

rising above the holiday rush

When the holidays arrive, everyone likes to look their best. But for our busy guests, intrusive holiday messaging can be overwhelming and create fatigue. So how could our key beauty brands break through the clutter, drive sales and help our guests feel shiny and bright?

the goal

create a stunning impact

To drive incremental impulse beauty purchases during the 2015 holiday season.

the strategy

designing solutions

Instead of creating more sales noise, we partnered with multiple beauty and personal care brands to create compelling and irresistible daily promotions. Guests were offered inspired gifting solutions (as well as fun treats for themselves). We also employed a dynamic media and creative strategy across multiple, highly viewable channels to keep the daily messaging fresh, relevant and easy for engagement. The campaign all came together on a custom landing page where the deal of the day could be easily redeemed, and where guests could plan incremental purchases by previewing upcoming deals.

KEY SOLUTIONS

promo amplification

the success

5.5x average lift

vs. prior day in online & store pickup sales
10.6x average

online unit lift vs. prior day
more than 50MM

impressions in 12 days per offer

beautiful numbers

By amplifying hot daily deals to the right guest at the right time, we were able to tempt them well beyond their holiday checklists. We drove nearly six times the average daily lift in online and store pickup sales, more than 10 times the daily average online unit lift and maximized the reach of each offer with more than 50 million total impressions delivered. In fact, the program was so successful, it will be repeated and broadened during summer 2016 and over the 2016 holiday season.