Target Holiday Harmony:
Scaling Target’s Seasonal Cheer

I successfully led the strategic planning and execution of a large-scale, multi-channel campaign, ensuring seamless adaptation across paid media, social media, and digital platforms. Delivered assets weekly from November through late December.

Challenge:

Expanding a high-level design concept into new digital channels and messaging frameworks.

Solution:

Established a design system incorporating product images and vector components based on the Dynamic Creative Framework, allowing teams to be platform-specific while maintaining adaptability.

Approach:

Strategies and design frameworks that are adaptable for creative purposes and messaging.

Adapting the Hero Campaign

We aimed to broaden the Mother's Hero campaign with diverse promotional messages while maintaining artistic integrity. This involved creating assets for gifting, tie-ins, and time-sensitive sales while ensuring visual consistency.

Meeting New Demands

 The original design from Mother was simple and did not include promotional messaging or legal information. Our challenge was to adapt it to incorporate the necessary promotional details for Target's website and app.

The Challenge:
Expanding a High-Level Concept

What I Did:
Simplifying and Scaling the Message

I led the development of messaging and design frameworks in various languages, focusing on gifting, Black Friday promotions, Target deals, gift cards, and partnerships with brands like Ulta and Starbucks. This streamlined the creation of assets and aligned with campaign objectives.

To boost engagement, we expanded the Mother's guidelines into a new format, integrating relevant product information. While the campaign creative lead focused on concept development, my team enhanced information design systems for paid media with Innovid and collaborated with the Creative team on partnerships with platforms like Vox, Bustle, and Google.

Part 1:
Establishing a Scalable Framework

I set clear layout parameters for consistent mass asset production and placements.

Integrated Mother’s guidelines with Target’s product-specific information, resulting in 10 hero messaging layouts over 8 weeks with +5 core messages.

I optimized initial designs for new messaging needs. I standardized six ad sizes with five frames, ensuring efficient adaptation across platforms.

I focused on popular ad sizes during the concept development phase. Although some early designs were visually appealing, they lacked space for essential copy variations and specific product images, resulting in an overcrowded look that failed to convey a clear message.

To improve this, I prioritized the placement of key information for quick scanning, maintained the overall design aesthetic, enlarged the call-to-action (CTA) buttons, and used urgency-driven language to boost engagement.

Part 2:
Adjusting to high-impact media formats for important messages.

Used the DCO toolkit to create additional assets for Yieldmo and other partners.

Maintained brand consistency while allowing for high-touch customizations where needed.

Developed Yieldmo-specific units, including the carousel, mega shopper, and pin whole formats.

Supported paid partnerships with Vox and Bustle, implementing messaging for select promotional priorities.

Part 3:
Enhancing HTML and social media templates for holiday promotions in multiple languages.

We expanded the campaign by creating digital assets for the Ulta and Starbucks partnership, including holiday gift cards, price match guarantees, daily deals, and awareness messaging.

The Results

By implementing structured workflows and scalable design systems, I optimized asset production, time management, and creative quality, allowing for quick adaptation to shifting priorities.

Through DCO-driven frameworks, I built a dynamic content system that enhanced flexibility across multiple ad formats and messaging priorities. Managing cross-functional teams across the US and India, I aligned global execution while maintaining high creative standards.

By prioritizing efficiency and strategic execution, I delivered high-engagement digital assets, optimized CTA usability, and contributed to multimillion-dollar sales, exceeding holiday performance expectations.