Case study: 2 audiences, 1 college campaign

Data showed that in years past, Target’s college campaigns resonated with either students or parents, but not both. So this year, we tried things a bit differently for our Dorm Room Ideas page with two main goals:

1.) Create authentic Gen Z spaces by interviewing our models (aged 17-24). We were able to use their feedback to create more authentic sets for our shoots and copy for the website.

2.) Speak to value/low prices to connect with parents: by showcasing multifunctional furniture and decor, as well as incredible prices, we were able to grab the attention of parents.

This campaign resonated with both students and parents for the first time!

Room idea: The Studier

Room idea: The Lounger

Room idea: The Gamer

Animated gifs

We incorporated GIFs to engage our guests and showcase the multiple uses of products to make their space unique and work for them.