Holiday: Target's 2023
Multi-Channel Creative and Content Ad Toolkit
During the Holiday 2023 campaign for Target, I developed a flexible design toolkit that translated a high-level creative concept from the renowned agency Mother into over 15 individual messages across 120 ad units for the holiday season.
My Responsibilities: Consistent Messaging Across All Channels, Development of Varied Campaign Messages, Improved Brand Engagement, and Unified Multi-Channel Launch
Results
Developed 15 unique messages for different channels, increasing customer engagement and sales during the holiday season.
Challenge
Adapt this creative vision into a multi-channel campaign, ensuring consistency and impact across diverse platforms, including paid media and social channels.
Opportunity
Target's team aimed to boost brand engagement and drive sales during the holiday season by developing a tailored content strategy. The goal was to efficiently produce high-quality, customized assets for diverse audiences.
What I did
I adapted the original concept into a paid media toolkit using Sketch, ensuring it aligned with Target's brand standards. I led a team of production designers to maintain consistency and managed the finalization and approval of campaign elements.
Outcome
Synchronized rollout preserved artistic integrity across all platforms, resulting in multimillion-dollar sales and exceeding holiday season expectations.
For the 2023 Holiday campaign, Target collaborated with the agency Mother to develop a creative concept.
My role was to adapt the concept into designs for multiple channels and manage the digital creative and production, creating over 15 campaign messages in English and Spanish and hundreds of individual assets.
Results
I lead a team that implemented a unified media messaging strategy and created over 15 distinct messages tailored for different channels, which increased customer engagement and boosted sales during the holiday season.
The cohesive multi-channel rollout preserved the original concept's integrity and led to a financially impactful campaign, significantly enhancing Target’s visibility and sales performance during the holiday season.
