Right before school started in 2013, Target created #KidsGotStyle, an event which used Instagram video to celebrate the amazing style of real kids. First, we invited moms to share a photo that captured their kids’ individual style on Instagram using #KidsGotStyle @Target. Over the next 6 days, we responded to dozens of these photos with original videos inspired by and starring the kids in the photos. Each unique Stylagram showed how Target could supercharge any kid’s unique style, and they were all shot in the Instagram iPhone app in real time to ensure they were authentic as possible.

#KidsGotStyle turned moms (and kids) into Target advocates, generating content and positive social conversation around Target and kids’ style at back-to-school:

--We projected 560 photo submissions and received 16% more (655 videos).

--Social sentiment during the event was 71% positive, 13% higher than the rest of the season.

We created a burst of engagement that shined a spotlight on Target just as moms and kids were finishing their back-to-school shopping:

--The event inspired 84,470 interactions (likes + comments), an average of 14,078 per day (380% higher engagement than the week before).

--Everyone who received a Stylagram took a screen grab and bragged about it to their friends, leading to 3.7M organic impressions.

#KidGotStyle contributed to the success of Target’s 2013 Back-to-School campaign which advanced the brand’s back-to-school style credibility:

--The campaign increased brand perception as “stylish” (+22pts) and “where my kids wants to shop” (+14pts) vs. 2012.