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Target leans into brand love — with humor — in new marketing campaign

Target marketing campaign
Target's new “That Target Feeling" campaign launches May 19.

Target Corp.'s customers served as inspiration in its newest marketing campaign.

The campaign, dubbed “That Target Feeling,”  is intended to covey the unexpected joy customers can find in Target stores.  Launching on May 19, it spotlights scenes and lyrics inspired by real customers who posted on social media to share what the retailer calls “the joys they’ve felt at Target.” 

According to Target, the retailer is mentioned over 50,000 times a day in user-generated content and is the most-followed big-box retailer on TikTok. The company said it narrowed down the mentions on social media to handful that inspired a range of relatable moments for the campaign. 

Fashioned as a music video, the campaign is set to Target’s reimagined version of the hit 2001 song, “Everywhere,” by Michelle Branch. The spots include cameos from popular influencers and creators such as Reesa Teesa, Birdman and more, whose content about Target on social media inspired some of the scenes. Many of the featured products in the campaign will soon be available on Target Finds page, organized according to the personalities and scenes within the campaign.

In all, the campaign features nine total ad spots, including one 60-second clip, four 15-second clips and four six-second clips. The spots will run across a broad mix of channels, including social media (TikTok, Meta and Snapchat), video (YouTube, Vevo, Spotify and SiriusXM) and theaters (summer movies).

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In addition, the spots will have “high profile placements” on television during big sporting events such as NBA and NHL finals as well as high-impact units on streaming services like Netflix, Paramount, and Roku. Some of the TV spots will include QR codes to drive traffic to a Target Finds page that lists products found in the music video.

“We know Target is the happy place for millions of guests, and we’re excited to show what that looks and feels like through their eyes,” said Lisa Roath, chief marketing officer at Target. “This campaign is inspired by real experiences shoppers have shared on social — those small, fun, and sometimes unexpected moments of discovery and delight in our aisles that make us Target. We’re lifting that joy up in our marketing this year as we continue leaning into nostalgia and humor in new ways.”

The campaign creative was developed and produced by Target Creative and Mythology. EssenceMediacom supported with media duties.  

In April, Target launched an ad campaign with actor actress and former “Saturday Night Live” alumni Kristen Wiig in which she recreated  her popular “Target Lady” character to promote the company's new paid membership program and Target Circle Week.

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