The Target Bundle Up campaign aims to encourage earlier winter jacket purchases through bundling accessories. It will integrate promotions into the Cartwheel app, offer an exclusive concert series sweepstakes, and employ Twitter advertising with hashtags like #TargetBundleUp. The goal is to bring customers in sooner while building the Target brand through digital strategies and potentially ongoing seasonal bundles.

1. Target Bundle Up
Hannah Everett, Amy Henson,
Adam Krochak, Jaime Lapa,
Kathleen Nelson and Kyle Taylor

2. agenda
1.
2.
3.
4.
5.
Situation analysis
Target customer
Communication objectives
Creative strategy
Digital integration plans

3. situation analysis
• Our biggest competition: Amazon and
Wal-Mart
• Core customer: savvy, value-conscious
women (30-something)
• Challenges: unpredictable stock;
seasonality; lost margins due to markdowns; customer mentality

4. who we’re talking to

5. communication objectives:
Encourage mom to buy her kid’s winter
gear earlier in the season from Target
Encourage winter jacket purchases via
bundling of winter accessories for kids
Keep mom coming back to Target
Bring awareness to seasonal bundle
promotions for her kids

6. creative strategy

7. the Target Bundle Up story:
We all hate the winter. It’s cold, your kids
are getting cabin fever and the driveway
needs to be shoveled. We’re here to help
you get your family ready for winter –
sooner – so you can be ready when the
first chill hits. Target Bundle Up aims to
save mom money, keep the kids warm
and help make the impending winter a
little less dreadful.

8. our voice:
Here to help and empathetic.
(we know, we don’t love the cold
either.)
our niche:
Easy to use,
in-store digital integration.

9. Cartwheel® integration

10. Welcome to Target Bundle Up!
With each winter accessory you
buy your kids before November
21st, receive a percentage off of
their winter coat. More than one
kid? Swipe to the right to keep
track of everyone, within app.
Tweet #TargetBundleUp for
additional savings!
Complete the bundle, and
receive an exclusive access
code to our Vevo concert series
with Taylor Swift and One
Direction. Also, you will be
entered for a chance to see the
concert live.
Get started now!

11. goal within app
• Seamless integration into
Cartwheel® app
• Barcode scan at check out will
check off bundle items and
apply various discounts to
child’s jacket
• Completion of full bundle 
access concert code and
potential to win tickets to
Target Bundle Up concert
• Potential for seasonal roll-over
(spring, summer and fall
bundles)

12. #TargetBundleUp

13. twitter tactics
• Build awareness of Target Bundle
Up
• Sync Cartwheel® app to Twitter
account
• Reinforce usage of
#TargetBundleUp from October 1
– November 21, 2014
• Encourage consumer interaction
• Retweet and respond to energize
consumers to purchase bundle

14. There is nothing cuter than a bundled up kid in the winter! Tweet us
your favorite pictures #TargetBundleUp

15. Target Bundle Up
Concert Series

16. Target and Vevo present:
Target Bundle Up Concert Series
with Taylor Swift and One Direction
Chicago:
Detroit:
Philadelphia:
Boston:
New York:
11/17
11/18
11/19
11/20
11/21

17. Target Bundle Up Concert Series
Combining use of
the Cartwheel®
app for winter
apparel savings
and concert series
sweepstakes
Characteristics of the Concert Series:
Week-long series of
shows in 5 major US
cities
Smaller, exclusive
venues (~2,500
people per show)
Taylor Swift and One
Direction to appeal to
youth market

18. Vevo interactive interface
@taylorswift13
Have you been
getting along with
@Harrystyles this
week??
#TargetBundleUp
Yes @adt456!
Harry and I are
good friends now!
#TargetBundleUp

19. mobile app screenshots
Choose your city:
Detroit, MI
Chicago, IL
Philadelphia, PA
Boston, MA
New York, NY
Check your inbox!
You’ll receive an email
with your Vevo access
code soon.
You have been successfully
entered into the
Target Bundle Up Concert
Series Sweepstakes!

20. advertising on twitter
Complete the #TargetBundleUp and enter for a chance to win tickets to our
concert series with @taylorswift13 & @onedirection in 5 different cities!
Complete the #TargetBundleUp and receive an exclusive access code to
watch @taylorswift13 & @onedirection live on Vevo 11/21
@taylorswift13 & @onedirection will be hosting live Q&A’s all week during the
#TargetBundleUp concert series! Stay tuned for dates and times…

22. digital ads

23. mobile/web ads
• Build awareness of Target Bundle
Up and Bundle Up concert series
• Set weather-sensitive dynamic
trigger at 40
• Display on sites relevant to Mom
using mobile and web

24. relevant sites

25. a bundle that gives back

26. Target bundles up a kid in need

27. benefits outweigh cost
Pros
Con(s)
1. Get shoppers in early
2. “Grow Up with Target”
3. Re-use leads to a)
persistent branding and b)
good publicity
1. Giving away gift card
• However, gift card is
not valid until March 1
of the next year, so
purchasing is shifted
to next season, and
customers are
prompted to return

28. parents tend to support charitable and sustainable
interests, and potential local partnerships are prevalent
nationwide

29. #TargetBundleUp: Summary
Get mom
shoppers in
sooner
Reinforce
negative
perception of
winter with
empathy
All accomplished
via key media:
Reach moms
with App,
Twitter®, and
idea of giving
back
Appeal to
kids (and
mom?) with
concert
series
Potential for
longevity via
seasonal
rollover
1. Cartwheel® App
2. Twitter®
3. Display and Mobile Ads
4. Vevo®