The household paper category lacked marketing support for its weekly ad promotions. Target Media Network stepped in with a recommendation for an annual offer amplification strategy grounded in digital insights and past learnings.
power to the promo
To drive incremental sales for weekly ad promos across the household paper division at Target.
catch a lift with the right audience
Over the course of a year, we launched multiple targeted amplification programs to support important offers. Offers headlined the ads, while brand copy was minimal. Using 1st party audiences aligned to category purchases and internal search aligned with the promoted brands, we drove all media directly to curated product listing pages to encourage conversion.
KEY SOLUTIONSpromo amplification
avg. lift in adds to cart for guests exposed to media
avg. lift in product views for guests exposed to media
*vs. non-exposed guests
When a category succeeds, all boats rise. By partnering with merchants, we were able to capitalize on existing promotions to drive incremental trips and sales for the entire category, resulting in a 22% average lift in store sales.