Target loves to showcase foods and products in bold, new ways. I looked at a campaign they completed last year as part of some case study research.
Long case study review cut short, Target went all out and created the Everyday Collection, a runway show where fashion models displayed 250 everyday products and groceries. The chic models struck poses on the runway with those products (bacon, toilet paper, broccoli, etc.) and recited fan-submitted tweets about the products.
The results were, well … surprisingly entertaining.
Not only did Target listen to and engage with their Twitter fan-base, but they also created something unique and creative … simultaneously displaying their products in a new way. According to Google, this campaign curated over 100,000 tweets, resulting in more social conversations in the first two weeks of its launch than other brands’ campaigns during that time period that spent way more.
Watching models mangle the english language while strutting with cookie dough and dijonaise – my day is complete. #everydayshow
— Rich Jesmer (@RichLCA) January 24, 2013
— Kristy Bolsinger (@kristy) January 24, 2013
— Social Media Insider (@SocialMedia411) January 25, 2013
— Stacy VanderHulst (@SVDesignStudio) January 24, 2013
Well done, Target!