Target Circle Campaign Launch
As Associate Creative Director and Paid Media Manager, I built structured frameworks to unify messaging across digital, in-store, and paid media, optimizing execution through UX/UI best practices and DCO.
I balanced strategy with hands-on design, reducing production time by 40%, driving 407K new memberships (+16% over forecast), and increasing sign-ups by 35.3%. My approach ensured seamless customer experiences and maximized campaign impact.
Context
Target’s Trident loyalty program launch faced the challenge of unifying fragmented creative efforts across in-store, social, and digital channels.
As messaging expanded, ensuring consistency and clarity became essential.
Strategy
I developed a cohesive, creative ecosystem using scalable design and messaging systems and tailored UX/UI best practices.
Each media type—from display ads to in-store assets—was optimized for its unique strengths while maintaining a unified brand narrative.
Solution
I ensured cross-channel messaging through strategic leadership and collaboration, applied Dynamic Creative Optimization (DCO), and ensured accessibility compliance.
This approach delivered results that exceeded expectations while creating a seamless customer experience..
The Challenge
Target’s had a fragmented campaign approach between in-store and multiple digital teams. This lack of alignment led to inconsistent outcomes and missed opportunities to influence customer behavior effectively.
One of my primary goals was to establish a multi-channel structure that maintained strong, cohesive messaging across platforms. By introducing a more thoughtful process for creative development and delivery,
Media Strategy + Creative Recommendations
I created messaging and media channel breakdowns while establishing structured frameworks for creative teams as they developed the overall campaign's look and feel. This preparation ensured that when teams began producing assets, they had a clear media brief to follow, minimizing scope creep and preventing information overload in the advertisements.
Timing: It takes about 0.5–2 seconds for most people to read and comprehend a cluster of 2–5 words.
Copy: Limited descriptions to 40 characters, breaking text into clusters of 2-5 words for readability and retention.
Type Highlighting: Strategy bolding within messaging to emphasize keywords for faster, more impactful reads. :
CTA Consistency: Positioned CTAs throughout the ad or in the final frame for stronger recall.
Logo Placement: Ensured logos were visible for no more than 2-3 seconds if not present throughout the ad.
Motion Enhancements: CTA animations at the end to re-engage viewers and draw attention.
Design Process
I worked closely with my Art Director after receiving approval for the final design toolkit from the in-store team. My lead creative and I focused on developing and refining concepts to ensure alignment and optimizing for digital paid media.
Final Design
The final campaign design spanned the entire digital ecosystem in English and Spanish, including mobile, desktop, out-of-home digital channels, and all paid media. We collaborated with multiple digital partners such as Yieldmo, Innovid, and CTV to ensure the campaign leveraged the latest technology and platforms for maximum impact.
Final Design Wrap-Up
The final campaign design spanned the entire digital ecosystem, including mobile, desktop, out-of-home digital channels, and all paid media. We collaborated with multiple digital partners such as Yieldmo, Innovid, and CTV to ensure the campaign leveraged the latest technology and platforms for maximum impact.
The Trident campaign exceeded expectations, delivering outstanding results:
407,000 new memberships in the first week, surpassing forecasts by 16%.
A 35.3% increase in membership sign-ups, with 70,300 achieved versus a target of 52,000.
49,300 new Target Circle Card applications, significantly exceeding daily averages.
Operational efficiencies included:
Reducing production time by 40% through scalable design systems.
Increasing audience engagement with tailored, platform-specific content.