Target Case Study

PR Strategies Supported by Copywriting & Content to Promote New Collections to Media (Press)

Target

Target is a blue-chip retail brand known for its “design for all” philosophy, combining a cool and fun personality with trendy whimsical imagery and high-end designer partnerships. Target’s limited-edition collections are central to its brand positioning, providing accessible luxury to a wide audience.

These components contribute to the brand’s narrative as a top-of-mind destination shoppers come to for a wide assortment of basic buying needs and stylish must-have finds.

Objective

Promote Target’s new Spring home collection to 50-60 top-tier media outlets, driving awareness and inspiring consumer shopping across home categories such as furniture, bedding, bath and kitchen.

Strategy

  1. Private Media Event: Host a press preview event for key lifestyle, retail and home editors to showcase the collection and provide access to Target executives.

  2. Media Outreach: Develop targeted content and messaging to generate media interest, highlighting the exclusivity and whimsical nature of the collection.

  3. Celebrity Seeding: Send curated gift packages to celebrity representatives for key events like Mother’s Day and New Home Housewarming, followed by media pitches linking Target products to these celebrities.

Challenges

  • Creating an engaging, on-brand environment to showcase products and capture media attention for the event.

  • Timing content to meet short and long-lead press deadlines, ensuring coverage was aligned with product release dates.

  • Securing media attendance and post-event coverage that that reflects the collection’s key messages.

By Daphne Shirley (ShirleyGirl)

Products shot for catalog and featured at event.

Copywriting & Content Implementation

To drive media and engagement, a series of written and digital materials were developed:

  • INVITATIONS: Branded e-vites were sent in multiple waves to maximize RSVPs.

  • KEY MESSAGING: Written to prepare Target executives with talking points on the collection when speaking to the media.

  • MEDIA KIT: Curated a photo shoot to create a product catalog paired with a pitch letter, sent digitally to media unable to attend, while hard-copy catalog was provided as a takeaway to editors who did attend.

  • PRESS RELEASE: Distributed after the event under embargo to secure exclusive coverage and reach a broader audience.

  • DIGITAL VIDEO PITCH: Featured a designer from the collection, Thomas O’Brien, sharing Spring home trends and styling tips, distributed to key media outlets.

Brand voice was kept professional to a media audience while infusing the whimsical nature and surprising chicness that the brand is known for. Words like “refreshing,” “timeless,” “style-seekers,” and “splash of color” add to the luxury and playful tone in the following produced content:

Written & Digital Communication Materials

The below features the written press materials used to attract the media and ultimately generate coverage of the Spring collection and its designer products.

Results

  • The press preview reached full capacity with 53 media outlets, including InStyle and Country Living, attending. Coverage appeared in major publications, leading to significant product inclusions.

  • Celebrity seeding efforts generated media buzz with People’s Star Tracks section and Life & Style featuring Target Baby products used by celebrities.

  • A highlight was an interview with designer Thomas O’Brien in the Houston Chronicle, both in print and online, generating 7M media impressions.

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