Target's Holiday Campaign:
Creative & Multi-Channel Asset Management

In the Holiday 2023 campaign for Target, I played a pivotal role in translating a high-level creative concept developed by the renowned agency Mother into a versatile promotional toolkit.

What I did

  • Standardized Messaging Across Channels

  • Creation of Diverse Campaign Messages

  • Enhanced Brand Engagement

  • Cohesive Multi-Channel Rollout

  • Seamless Execution and Collaboration

  • Strategic Impact on Sales

Outcome

  • Over fourteen distinct campaign messages tailored for various paid media and social channels, creating hundreds of customized assets.

  • Tailored, channel-specific content drove customer engagement, culminating in a seamless campaign execution valued at millions of dollars.

Situation

In preparation for the Holiday 2023 campaign, Target collaborated with Mother, a renowned external agency, to develop a creative concept.

The Target in-house team was responsible for the comprehensive promotional strategy that would be deployed across various channels, including paid media and social platforms.

Task

My responsibility was to adapt the initial creative concept developed by Mother and translate it into actionable and cohesive designs suitable for multiple promotional channels. This included creating a media toolkit and managing the design and feel for over 14 different campaign messages for English and Spanish, translating into hundreds of individual assets.

Action

  • Creative Translation and Toolkit Development: Worked closely with creative directors at Target to adapt the original vision into a comprehensive paid media toolkit using Sketch. This ensured that all promotional materials met Target's aesthetic and functional requirements while facilitating rapid production turnaround times.

  • Asset Management and Production Oversight: I led a team of production designers in creating and maintaining a consistent campaign feel across various channels, including digital, print, and social media. I also managed the meticulous finalization and approval process for all campaign elements, such as design and animation, to uphold high-quality standards.

  • Stakeholder Coordination and Feedback Integration: Maintained ongoing engagement with Target stakeholders to integrate feedback and make iterative improvements to the campaign materials. Oversaw the strategic placement of custom assets to maximize their impact across different media channels.

    These efforts ensured the campaign was cohesive, visually engaging, and strategically optimized for diverse media platforms.

Here's an example of animations for the different versions. Motion work was produced with the global team.

Results

  • Standardized Messaging Across Channels: We implemented a unified media messaging strategy with a comprehensive toolkit. This ensured the efficient deployment of high-quality assets across all channels, maintaining consistent thematic and aesthetic expression.

  • Creation of Diverse Campaign Messages: Leveraging the overarching theme, we developed over 14 distinct messages, each specifically tailored for different paid media and social channels. This approach resulted in hundreds of customized assets, each designed to resonate uniquely with its intended audience.

  • Enhanced Brand Engagement: Our strategy of creating channel-specific content significantly increased customer engagement, with noticeable boosts in interactions and sales during the critical holiday season.

  • Cohesive Multi-Channel Rollout: I spearheaded a synchronized rollout across various platforms, ensuring that the artistic integrity of the original concept was preserved. This was achieved through meticulous asset management and the innovative application of tools such as Sketch.

  • Seamless Execution and Collaboration: The campaign was marked by effective cross-functional collaboration and robust project management, leading to a seamless execution that was not only smooth but also financially impactful, with a multimillion-dollar in purchases.

  • Strategic Impact on Sales: Our strategic and innovative delivery methods significantly enhanced Target’s visibility and customer engagement, driving a successful sales performance that exceeded expectations during the holiday season.

Examples of the different message and other sizes