The Challenge: Increase brand awareness of product availability at Target utilizing influencer content.

The Journey: I worked with A2 Influence to produce quality influencer content that provided product education yet was authentic to the creator. We turned the content into SmartCommerce Click2Cart social ads which allowed consumers to add up to six featured products to their online cart at their preferred Target in a single click from the social post. To maximize impact, a 360° approach was implemented. We launched the media spend for the influencer content alongside the brand’s inclusion in Target’s Black Beyond Measure Roundel campaign and ran a sponsored product ads campaign through Criteo to retarget consumers once the products were in their cart on Target.com.

The Outcome: The influencer content received over 2M paid impressions and over 7.8K Target.com cart transfers, 37.5K product transfers with a total transfer value of ~$600K. Optimized marketing spend drove Beard Care productivity up 119%, compared to goal, in terms of $PSPW (dollars per store per week).

Skills: #Retail #OOH #Influencer #Content #MediaBuying #Strategy