Totally Target Wellness
Target had two significant problems: multiple creative teams with different objectives and over-packed paid media messaging. I aligned all partners to create a seamless customer journey, increasing purchases and reducing frustration in the digital ecosystem.
My Role: Digital Ecosystem Mapping, Creative Direction, Creative Framework, Digital Best Practices, Creative Container, Product Development, UX.
Results:
Highest performing Digital Campaign of 2023
Moring Meines’ messaging priorities got split across the different media channels.
Over 49 %- 97% performance in on messaging objectives
Challenge:
Resistance to try a new approach
Team silos
Link destination was treated more as an afterthought in the process.
Opportunity:
To enhance and build the customer experience and trust.
Reduce barrier to purchase
What I Did:
Create clear content the enhanced the customer journey.
Creative management and design.
Outcome
Established solid messaging frameworks that aligned throughout all experiences and led to further success in future campaigns, designing the creative container and storytelling.
When I start looking at the customer journey, I work backward. All off-site media has one job: selling products or services.
At Target, when it came to a nonpromotion campaign, you had a few options to send a customer.
Homepage
Category Hub
Find
The site, social, and campaign teams didn’t talk about possible product overlap or themes at the beginning of the process and hardly during it.
Simplify, the use experience was an afterthought.
To help with this, I started mapping out customer journeys and meeting different partners to ensure alignment with what the site team planned and how we could build a cohesive experience from messaging to assets.
Next step
The campaign team used an established container and updated the creative without necessarily evaluating whether it was suitable for the message combinations.
Messaging priorities
Product Themes
One Stop Shop
Easy Fulfillment
I needed to talk to the media teams and see the recommended media buys and the number of messages that were budgeted for.
Product themes do best when they create clear, simple messaging and visual coherence.
Display the product in a captivating hero image and rotating image to reinforce the product's benefits.
When customers click through, they will immediately see what they are shopping for.
The site design should focus on the fold.
One Stop Shop + Easy Fulfillment + Product
This is more about services and service awareness.
The creative teams had a tradition of shooting the back of a car with a target employee, conveying the message visually. We also need to push the product.
Moring Meines’ messaging
priorities got split across the
different media channels.
Creating a larger visual narrative and message across the ecosystem tells of a bigger store.
It was the most successful campaign to date at that time.
Over 49 %- 97% performance in on messaging objectives
Nighttime routines: Performed poorly.
With an unclear focus on One Stop Shop + Product benefits. People were not clear about the takeaway.
Underperformed with 25 %- 39% on messaging objectives
In the end, we reduced customer frustration, as I was hoping for increased sales.
This led to new work methods enhancing the customer experience and initiating discussions from the beginning of campaigns. These established solid messaging frameworks that aligned throughout all experiences and led to further success in future campaigns, designing the creative container and storytelling.