- Target is launching a new marketing campaign, “That Target Feeling,” inspired by the sentiments of joy and discovery customers have expressed on social media.
- The campaign reworks the lyrics of Michelle Branch’s 2001 song, “Everywhere” with lyrics about finding the perfect sponge and purchasing a latte and pretending to shop. The commercials also feature cameos from popular influencers and creators including Reesa Teesa, Drew Wells and Birdman.
- The integrated campaign will feature nine different forms of the music video across a broad mix of channels including digital, audio, social, linear TV, streaming and out-of-home. The campaign will run through July.
Having captured consumers’ attention with a heavily hyped marketing campaign featuring Kristen Wiig’s over-eager Target Lady character earlier this year, the retailer is now getting back to reminding the general consumers what they love about the store. The new “That Target Feeling” campaign takes its inspiration from the more than 50,000 mentions in user-generated content on social media and its status as the most-followed big-box retailer on TikTok.
The new spot uses a music-video style to depict these moments of joy, along with reworked lyrics that are specific to the Target experience. One man, in the home decor aisle looks into a pot for plants and talks about how it makes him feel like a “garden-aire.” Other customers declare that “This sponge is everything to me” and “We came here for perfume, and bought T.P.” The spot concludes with a confession that a woman at the self-checkout is actually using the monitors to evaluate her look before ending on a “Thank you for shopping” message.
“We know Target is the happy place for millions of guests, and we’re excited to show what that looks and feels like through their eyes,” said Lisa Roath, chief marketing officer, Target, in a blog post about the campaign. “This campaign is inspired by real experiences shoppers have shared on social — those small, fun, and sometimes unexpected moments of discovery and delight in our aisles that make us Target. We’re lifting that joy up in our marketing this year as we continue leaning into nostalgia and humor in new ways.”
