Helping Target bring joy
to families
for 20+ years

As Target’s PR agency for more than two decades across numerous categories, Kaplow played an integral role in helping the retail giant bring the joy of everyday life to all families.

From 50+ brand launches and show-stopping experiential moments to best-in-class media relations and impactful thought leadership, Kaplow helped differentiate Target as a retail leader synonymous with exceptional value, innovation, guest experience and design. Highlights include:

Brand Launches
Earned Impressions Over Two
Years for Owned Brands
Impressions Increase
through Work with Spokespeople

Launching The Next Generation of Household Name Brands

Kaplow helped Target democratize design with the announcement of its bestselling private label Home brands – Pillowfort, Project 62, Opalhouse, Made By Design, Hearth & Hand with Magnolia, Hyde & Eek, and Casaluna – over a two-year period, generating a record-breaking 3.2 billion impressions. With Kaplow’s PR support, three Home brands joined a coveted list of Target’s billion-dollar brands.

In addition to private label launches, Kaplow helped Target launch more than 50 brands over the past two decades, including its must-have design partnerships and forays into new categories such as electronics and pets.

Championing Inclusion and Representation

Kaplow has a history of working with Target on inclusivity efforts that drive lasting impact for its team members and guests. Most recently, Kaplow supported Target’s announcement to accelerate diversity, equity and inclusion with its Racial Equity Action and Change (REACH) committee. Additionally, Kaplow launched inclusive design products, including sensory-friendly children’s furniture and décor and adaptive Halloween costumes for children with sensory sensitivities and special needs.

Through our work with Target, we told these stories with great care and sensitivity, leading to surges of overwhelmingly positive media coverage that strengthened the retailer’s corporate reputation, proclaiming that Target had “stepped up” to lead the charge in authentic inclusivity.

Creating Buzz Worthy Events

Our innate understanding of Target has allowed us to bring its magic to life with events of all sizes while driving brand love and recognition from media, consumers and communities alike.

And we’ve done it all: installed a larger-than-life dollhouse in the middle of Grand Central Station to launch a new Home brand, organized a 500-person seated dinner to celebrate the FEED x Target design collaboration, executed intimate virtual holiday media events, brought a Bullseye Bodega to New York Fashion Week, and transformed a 220-foot barge into a floating Target store on the Hudson River – to name just a few.

Bringing Credibility Through Design Partners

After identifying an opportunity to humanize Target’s voice and style credibility, Kaplow pioneered the introduction of Target Home Style Experts (HSET), ongoing partnerships with approachable third-party design authorities to speak to new product offerings and design tips.

Through Kaplow’s work with coveted design partners like Emily Henderson, Camille Styles and Justina Blakeney, Target saw a +868% impressions increase. Engaging HSET elevated Target’s design reputation while driving high-quality coverage that consumers remembered: the likelihood of a consumer recalling news featuring a HSET partner was 40% higher than the average Target Home benchmark.

Solidifying Leadership During Key Seasons

As Target’s lead communications agency during pivotal retail seasons including Holiday and Back to School / Back to College, Kaplow oversaw the entirety of Target’s communications efforts for nearly a decade, managing all its agency partners while planning and executing campaigns that regularly generated year-over-year coverage increases and drove a higher share of voice ahead of key competitors.

Kaplow’s approach included strategies that elevated C-suite executives, tapped into national and local markets and developed enterprise-wide efficiencies to drive higher quality of coverage.