Project Trident Target's
Customer Loyalty Program
Target launched a three-tiered customer loyalty program to
boost engagement and sales.
My Responsibilities: Strategic Planning, Creative Framework, Cross-Team Coordination, Creative and Motion Direction, Optimized Messaging and Media Formats.
Results:
Target Circle:
Registered 407K new members within the week, exceeding the forecast by 16%.
Total New Memberships:
70.3K, with 29.9K paid guest memberships.
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.
Challenge:
Effectively communicate each tier's value across Target's media channels to encourage membership upgrades and enhance engagement.
Opportunity
To increase the perceived value of each tier and achieve sustainable growth through personalized communication.
What I did
I created clear creative concepts conveying tier benefits while maintaining visual and message consistency.
Outcome
Created over 200 custom-paid media assets, resulting in 70.3K new memberships, including 29.9K paid guest memberships. Surpassed Circle Week forecasts by 35.3%, with 49.3K new Target Circle Card applications, well above daily averages.
My team and I translated the in-story graphics system and messaging strategies into digital content, ensured personalized communication for each loyalty tier, and coordinated with a global team to maintain brand coherence and legal compliance.
In my role as Strategic Associate Creative Director, I worked closely with global creative, marketing, legal, and production teams to ensure smooth campaign coordination while adhering to various regulations. I collaborated with Senior Art Director Dani Ouellette to align messaging and visuals, leveraging top UI/UX practices to communicate tier benefits clearly in both English and Spanish.
Moreover, I optimized designs for standard media sizes and developed detailed briefing documentation to steer creative execution.
I also crafted media content plans to educate campaign leads on potential media buy opportunities, thereby ensuring well-informed and effective strategies.
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.