Inside Out

the feel-good, pre-order movie of 2015

the BACKGROUND

follow your joy

In theaters, Inside Out was big. Pixar wanted the Blu-ray/DVD release to be even bigger. To make the most of Inside Out's success, Pixar teamed up with Target to offer product exclusives, colorful store signage and traditional circular marketing. Still, how could this memorable campaign be extended to the digitally savvy Target guest?

the goal

nothing to fear

To boost awareness of Target exclusives to capture market share and drive sales of Inside Out.

the strategy

think smart

Guests who purchased Disney across all categories were our natural first target. And we also identified external search and mobile as channels with built-in demand. Then, to grab attention right out of the gate, we paired a great offer with an invitation to pre-order. After we broke through the clutter with premium placements in the pre-sale phase, we focused on building reach following the launch.

KEY SOLUTIONS

product launch

the success

  • 388% lift

    in online sales

  • 1,485% lift

    in product views

  • 408% lift

    in web-influenced store sales

  • Ranked 2nd

    for Inside Out pre-orders (above Walmart and Best Buy)

a lot to be happy about

The phased strategy was so successful it had Pixar (and a whole lot of Inside Out lovers) jumping for joy. Target Media Network helped deliver the most pre-orders for a movie title release at Target in all of 2015, ranking 2nd in the industry overall.

pre-order inside out, get a $5 target gift card™