How many ladders does it take to change a light bulb? One really long one.

The Target mom is smart, sophisticated and creative. She quickly sees through campaigns that try to connect with her through one-dimensional stereotypes. She expects grocery marketing to show up in the usual places: newspaper, food and lifestyle magazines, recipe websites. But she also loves movies, music, celebrity gossip, and social media. We set out to create a campaign strategy that was built around her everyday life, not just around food.

The campaign launched with a broadcast sponsorship of the Golden Globes, as well as digital takeovers on E!online and Yahoo!. In newspapers, a ten-page 'lookbook' was our answer to the typical weekly circular. We served her sale-price items with a side of attitude in small-space banners and Pandora radio. And through a partnership with Twitter, we turned mom’s social media addiction into her fifteen seconds of fame in the first-ever live, two-hour runway show inspired by everyday Tweets.

Within the first two weeks of the campaign launch, social media conversations about Target skyrocketed by 565%, putting the brand at #1 for earned social media impressions among all US brands – many of which were vastly outspending Target, as measured by Bluefin Labs*. And while we’ve only just begun the yearlong campaign, we see that The Everyday Collection is already contributing to sales growth and exceeding Target’s standards on measured communication objectives.

*http://lostremote.com/with-golden-globes-boost-target-tops-this-weeks-social-tv-commercial-chart_b36336