The document outlines Target's 2014 campaign strategy to target millennial shoppers. It focuses on how millennials value experiences over things, prefer multiple short shopping trips, and notes that millennial parents are first parents and second millennials when shopping. It proposes using mobile/digital ads, commercials, billboards and other promotions emphasizing the uniqueness of each Target run using a red basket as a symbol to reflect life moments and connect personally with customers.

1. 2014Essentials
Campaign Strategy

5. Target strength

6. Target strength

7. Millennials

8. Grew up “digital”
Live life on their own terms
Value experiences over things
Make smaller, more frequent trips
Prefer to shop multiple stores
Millennials

9. Millennials with children

10. Parent first
Millennial second
Millennials with children

11. Millennial parents
who shop Target

12. They have a Target list
Millennial parents
who shop Target

13. But they have to justify the trip
Millennial parents
who shop Target

16. $
more

17. $
more more

19. Up & Up diapers
sunscreen
toilet paper
contact lens solution
paper towels
soda
dog food
ibuprofen
birthday gift
AAA batteries
TARGET

20. Up & Up diapers
sunscreen
toilet paper
contact lens solution
paper towels
soda
dog food
ibuprofen
birthday gift
AAA batteries
TARGET
bread
milk
eggs

21. Up & Up diapers
sunscreen
toilet paper
contact lens solution
soda
dog food
ibuprofen
birthday gift
AAA batteries
TARGET
bread
milk
eggs
paper towels
paper towels

22. Up & Up diapers
sunscreen
toilet paper
contact lens solution
paper towels
soda
dog food
ibuprofen
birthday gift
AAA batteries
TARGET
bread
milk
eggs
paper towels
dog food
contact lens solution
ibuprofen

23. The brief

26. Behavioral change

27. monthly trip

28. +
monthly trip weekly trip

29. Emotional change

30. guilt

31. guilt gratitude

32. The campaign

35. 60mobile & display ads
7commercials/videos
30billboards
3print ads
4direct mail pieces
3newspaper inserts
3radio spots
1Target.com experience
3local activations
spring flight

36. The idea

37. A Target run is as unique as
you are. And with the help of a little
red basket, we can show guests that
their Target run can be more (or less!)
than they ever thought possible.

38. Make a
run.

39. £targetrun

40. £targetrun
A ubiquitous expression
we will intentionally
adopt and celebrate
for the first time

41. An iconic brand artifact
that conveys a quick trip
and becomes the symbol
for groceries at Target
£targetrun

42. Reflect a life moment
that is universally
relatable, relevant,
and timely.
tone

43. Connect personally,
with conversational
language that’s honest
and empathetic.
tone

44. Delight with a
charming sense
of humor that is
the“Target wink.”
tone

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