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.
Using content creator strategy and universal product themes, we reinforced the narrative across various media channels.
I coordinated with the site team to ensure these stories were reflected on the landing pages, creating a low barrier to purchase.
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.
Results
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.
