Good & Gather — Target

Launching a new in-house brand through strategic digital paid media — from zero to 35% brand linkage lift.

Context

When Target launched Good & Gather, its new in-house food brand, digital paid media wasn't part of the original plan. The high-concept creative had been developed without integrating paid media best practices — no digital asset strategy, no channel-specific execution, and no cohesive framework to connect the brand story to a purchase decision.

Challenge

This was a first-of-its-kind digital campaign for a brand-new Target label, with no playbook to follow.

Solution

Build a benefit-driven digital campaign framework from existing assets — architected around the customer's purchase decision, not just the brand aesthetic.

I developed a content and creative strategy that told a coherent story: what Good & Gather meals look like, why they're worth buying, and how easy they are to make. Every asset was designed to reduce friction between the ad and the purchase.

Overview

Good & Gather was a new in-house brand launch for Target, with no paid digital media strategy and limited photography. In partnership with brand, media, and site teams, I developed the content strategy and creative framework, bringing it to market across paid social, display, and landing pages.

My role: building the messaging architecture and asset system that transformed an afterthought into a 35% brand linkage lift — and the benchmark for every Target in-house launch that followed.

  • Led creative strategy, asset management, and messaging optimization end-to-end

  • Developed all digital paid media assets from existing photography — no new shoot required

  • Built channel-specific executions across display, social, and paid media

  • Coordinated landing page alignment with site team for a seamless ad-to-cart experience

  • Ran creative testing to validate messaging effectiveness across audience segments

  • Established content themes that became the framework for future Good & Gather campaigns

Execution

She pushed our campaign team to think more strategically, and we all learned so much from her about data-driven best practices.

Maggie O'Sullivan, Lead Digital Media Program Manager, Target

Results

  • 35% increase in brand linkage — new benchmark for Target in-house brand digital campaigns

  • Validated consistent messaging effectiveness through higher engagement and click-through rates

  • Established a replicable content strategy framework for future Target private label launches

  • Gathered actionable insights that directly informed the creative approach for subsequent campaigns

  • Set the standard for how Target integrates digital paid media into new brand launches from day one

Creative Takeaway

The best launch campaigns don't wait for perfect assets — they build a system around what exists.

By leading with a benefit-driven narrative instead of product showcasing and by connecting the paid media story directly to the landing page experience, Good & Gather launched with creative clarity and commercial purpose. What started as an afterthought became the new benchmark.

Services

Creative Strategy — Content Strategy — Messaging Architecture — Brand Integration — Audience & Funnel Strategy — Creative Testing — Paid Media Creative — Site & Landing Page Alignment — Cross-Functional Creative Leadership