Project Trident Target's
Customer Loyalty Program
Target has launched Project Trident, a three-tiered customer loyalty program to boost engagement and sales.
Challenge:
Effectively communicate each tier's value across Target's media channels to encourage membership upgrades and enhance engagement.
Opportunity
This opportunity allows creative and strategic professionals to contribute to the success of the program by creating engaging content and smooth user experiences. The goal is to increase the perceived value of each tier and achieve sustainable growth through personalized communication.
Strategic Planning
Creative Framework
Cross-Team Coordination
Creative Collaboration
Optimization Messaging and Media Formats
What we did
Translated graphics and messaging strategies across digital paid media, ensuring personalized communication for each loyalty tier. I created clear creative concepts conveying tier benefits while maintaining visual and message consistency. I enhanced user experience with the best UI/UX practices, ensuring brand coherence and legal compliance with a global team.
Outcome
Over 200 custom-paid media assets were created for the digital platform. Total new memberships: 70.3K, including 29.9K paid guest memberships. Surpassed the expected new memberships for Circle Week by 35.3% (52K forecast vs. 70.3K actual). Target Circle Card recorded 49.3K new applications, significantly above daily averages.
Situation
The challenge was effectively communicating each tier's value across Target's digital channels, including social media, app notifications, email marketing, and on-site messaging, to encourage membership upgrades and enhance engagement.
Task
My responsibility was translating graphics and messaging strategies across the digital paid media ecosystem, ensuring personalized communication for each loyalty tier.
This entailed crafting creative concepts that succinctly conveyed the benefits of each tier, providing visual and message consistency across all platforms, adopting best UI/UX practices for digital storytelling, and coordinating with a global team to maintain brand coherence and legal compliance.
Action
Strategic Planning: Developed a comprehensive framework for dynamic customer communication across loyalty tiers, integrating creative optimization techniques to enhance message relevance and impact.
Cross-Team Coordination: I collaborated with marketing, legal, and production teams globally, including teams in India, to synchronize campaign efforts across time zones and regulations. I also ensured that all animated and static digital content was ADA-compliant and maintained brand consistency.
Creative Collaboration: I worked closely with Senior Art Director Dani Ouellette to harmonize messaging and visuals, adapting the best UI/UX practices for effective digital storytelling. I employed a consistent visual language and messaging hierarchy that clearly distinguished the benefits and exclusivity of each membership tier.
Optimization for Media Formats: Tailored messaging and designs for predominant media sizes (e.g., 300x250 pixels), ensuring optimal visibility and impact across different devices and media platforms.
Results
Target Circle: Registered 407K new members within the week, exceeding the forecast by 16%.
Target Circle 360: Achieved remarkable diversity in membership enrollment:
Total New Memberships: 70.3K, with 29.9K paid guest memberships.
Special Offers Breakdown:
Team Members: 27.3K
Shipt-Originated Complimentary Memberships: 13K
$49 Launch Promo Offer: 29.3K
No Specific Promotion: 658
Free 2-Week Trial: 65.3K
Exceeded Expected New Memberships for Circle Week by 35.3% (52K forecast vs. 70.3K actual).
Target Circle Card: Recorded 49.3K new applications, significantly above daily averages.
