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
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.
Media Outreach: Develop targeted content and messaging to generate media interest, highlighting the exclusivity and whimsical nature of the collection.
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.
Get in Touch and Learn How We Can Work Together
I can help you meet your business objectives quickly.
Are you overwhelmed with marketing materials to write?
Does your website copy need refining or updating?
Do you need an extra hand with social media copy or event communications support?
Are you stuck grasping for the right words to develop your brand’s voice?
Allow me to step in and be that extra wheel to keep your team rolling along and focused.