Target Grocery | Tweet to Runway
The Challenge:
As Target set off to launch a broader Grocery portfolio across stores nationwide, it faced one major challenge: Target wasn’t yet a grocery destination for Target guests.
The Idea:
The Everyday Collection: Tapping into the style cache and credibility of Target’s exclusive designer collections, but as told through the lens of day-to-day grocery products.
The Execution:
To truly break through and entice guests to participate in the campaign, we turned to Twitter and its vast network of users who used the platform as a daily digital diary, sharing their everyday moments as they were happening. We built Tweet-to-Runway, the first live runway spectacular inspired by everyday tweets. The two-hour, nonstop show featured models strutting down the catwalk and reading hundreds of crowd-sourced tweets, from musings on toilet paper to expressions of longing for cheese, each paired with everyday products from Target.
My Role:
Led brand and social strategy for the digital experience, in partnership with lead creative agency mono + production shop Tool; Led on-site digital content creation and oversight during live runway event.
The Everyday Collection campaign included broadcast TV, out-of-home, radio, print, direct mail, newspaper inserts, in-store merch and digital.
During the live event, tweets were curated, uploaded to a teleprompter, paired with related products and read on the runway by models.
We built a “tweet aggregator” to sift through 100k+ tweets to find the 250+ that could be paired with Target Grocery products and used for the live show.
