Launching Good & Gather:
A Successful Inaugural Offsite
Digital Campaign
The launch of Good & Gather, Target's in-house brand, required a groundbreaking digital paid media campaign. Initially, the project did not include digital paid media, and the high-concept ideas were developed without integrating best practices.
My Role: Strategic Collaboration, Creative Direction, Asset Management, Messaging Optimization, Brand Integration, Creative Testing, Content Strategy
Result:
35% Increase in Brand Linkage
We have set a new benchmark for future digital campaigns, improving brand recognition and customer affinity.
Challenges
Lack of new product photography, a tight timeline, and significant miscommunication about required assets.
Opportunity
Establish Good & Gather as a high-quality, affordable brand directly linked to Target.
What I Did
Ensure cohesive content themes and product alignment, utilizing existing imagery and optimizing messaging for a cohesive and engaging digital campaign.
Outcome
Increased brand linkage by 35%, set a new standard for future campaigns, validated consistent messaging effectiveness, and gathered insights for improving future strategies.
Instead of just showcasing random products,
I developed content and design that presented a benefit-driven narrative, guiding customers on purchasing decisions, showcasing the appealing appearance of the meals, and emphasizing their ease of preparation.
I coordinated with the site team to ensure these stories were reflected on the landing pages, creating a low barrier to purchase.
Using content creator strategy and universal product themes, we reinforced the narrative across various media channels.
We achieved a 35% increase in brand linkage, setting a new standard for digital campaigns through strategic storytelling that boosted brand recognition and customer affinity. Consistent messaging proved effective, as seen in higher engagement and click-through rates.
We gained insights for optimizing our creative approach, allowing us to refine our strategy for promoting Target's in-house brands.
