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Target Wonderland

Standing Out as a Thought Leader in the Competitive Retail Marketplace

Kaplow first helped Target surprise and delight media and consumers with the original pop-up store (on a boat in the Manhattan harbor) in 2000. We have been delivering innovative campaigns that position the brand as a retail thought leader and trusted consumer resource ever since.

Our strategic programs over the years have helped Target tell its brand story: promoting great design for all across the Home category, instilling confidence in new moms for the Baby category, sharing expertise with parents and students for Back-to-School and showcasing the joys of the Holiday season.

Our 2015 campaign for Target Wonderland is one of the many ownable stories we've helped tell to media and consumers.

Services

  • New Earned Media
  • Influencer Management
  • Ux & Technology

Strategy

The holiday media landscape is so saturated with retailer pitches, that multiple brands are included in most media stories. Target wanted to break through the clutter and garner more standalone coverage in both consumer and business outlets.

Wonderland — Target’s experiential/digital holiday pop-up store in New York City — provided the perfect opportunity. Kaplow created an ownable, behind-the-scenes story of how Target was shaping the future of retail as demonstrated by the intersection of the physical and digital worlds at Wonderland.

Tactics

We invited media to Wonderland, where they could experience the RFID technology that allowed visitors to shop virtually. It was the perfect platform for them to see Target as an innovator dedicated to improving the guest experience and a story that resonated with business, retail and consumer media.

We arranged briefings for top retail, business and technology outlets with Target C-suite executives at Wonderland to discuss how Target was shaping the future of retail.

Following the public opening of Wonderland, we continued momentum for Target holiday efforts with outreach to national retail and technology media, as well as to regional media to encourage New Yorkers to visit the experience.

Results

We garnered extensive standalone stories — more than tripling holiday-period media coverage from the prior year with many dedicated features. Top coverage included Advertising Age, Associated Press, Business Insider, Fortune, Mashable, USA Today, the Wall Street Journal, Wired and the Star Tribune. In addition, Good Morning America ran an exclusive, behind-the-scenes story with ABC Correspondent Rebecca Jarvis reporting from Wonderland.

More importantly, the coverage pulled through Target’s key messages, positioning the brand as a retailer of the future.

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