Target is ramping up for back-to-school shopping – its second biggest selling season – with the launch of six new ad spots featuring social media influencers, as well as a new online tool called “School List Assist.”
As this time of year can often cause mixed emotions for parents and kids alike, this campaign aims to appeal to all feelings, giving everyone a valid reason to make Target their one-stop spot for back-to-school shopping. By tapping social media stars like dancer Maddie Ziegler and YouTube star EvanTubehd, Target’s upbeat ads feed into the excitement of going back to school, while also showing kids that Target is the place to shop for the “cool” styles they want. The new online tool “School List Assist” – available via Target.com – attempts to help ease parents’ stress by making back-to-school shopping as streamlined as possible – giving parents the option to order back-to-school styles and supplies online for home delivery or in-store pick-up. By working closely with schools across the country to create a curated list of school supplies, Target is confident it will have everything parents will be looking for this back-to-school season. What’s even better is the inclusion of a cause-related push making this campaign a win-win for everyone, as Target will donate $5 in school supplies for each download of ad-featured remake of the Jackson Five’s “ABC,” performed by Tori Kelly. By leveraging young, online media influencers to appeal to kids’ styles, while also providing a creative solution to help parents, I anticipate Target seeing great sales this back-to-school season as a result.