Target was looking for a “Big Idea” to demonstrate credibility and relevance with the Latine community and highlight Latine heritage and culture, ultimately inspiring guests to consider Target and to feel welcome in Target spaces. More than speaking to identity from a content or media perspective, Target had a desire to connect in a meaningful and active way rather than seeing merely as a sponsor or paid advertising. Target’s objective was to evoke a sense of belonging for Latine audiences and give Target a deeper community connection. Beyond solely focusing on traditional media support to drive awareness and consideration of Latine-owned products at Target, there was an opportunity to leverage media to support the marketing and community initiatives the brands were passionate about. The media insight focused on creating content benefiting the brands first, and leveraging this content to create a media campaign to amplify these initiatives supported by Target.

Translation from 0:43 - 0:47: Together, free, empowered, strong, fearless

This culture-first media program looked to engage US ambicultural Latines 18-54. Additional to creating the custom content for the 4 brands in the program to use for their own marketing channels, the created content was editorialized and amplified on the the largest minority-owned Latine publisher in the US. The result was a three month media program that leveraged the publisher’s voice in culture through their .com and social channels to amplify the program to Latine audiences. The program included a blend of editorial videos, articles and engaging social tactics that drove reach, awareness and consideration amongst ambicultural Latines.

The program was launched in multiple phases. Starting off at Hispanic Heritage Month, with a focus of highlighting the importance of supporting Latine-owned businesses. Next, each brand was highlighted by sharing the content and social actions created. The program wrapped up during Holiday Season with highlights from the program.

The program partnered with 4 brands and created 4 cultural actions. With a bilingual children’s book publisher a series of community mini-libraries were installed. With a haircare brand a pop exhibition that pays homage to Latina beauty salon culture was erected. With a cosmetics brand the working women of NYC were photographed and honored. With an apparel brand, a short film honoring ancestors was produced.

All actions were turned into editorial content that was amplified in an ecosystem that included a variety of formats on paid social IG and FB placements, along with traditional media providing support with a 100% SOV Sitewide Takeover to align with content launch. Target brand messaging was seeded prior to content launch and provided supplemental media support during the program flight.

Timeline: Launched during Hispanic Heritage Month and flighted through the Christmas Holiday

Scale: Over 100,000,000 IMPs across paid social and media.

Time spent with brand: Session Duration exceeded benchmarks 3.5x with time spent landing up to 3:30 min.

Proof of engagement: Number of interactions, downloads or comments

~900k engagements

Engagement Rates exceeded benchmarks 2x for teasers and wrap up videos which featured Target along with all four Founders (15% avg ER and 15% avg VTR)

Nielsen Branded Content Effectiveness results exceeded norms with double digit lifts.

Respondents most often found the branded content to be “authentic” and agreed that Target “makes me excited to try new things”

The featured Founders received a positive rating and were described as highly credible (+15pts) and relatable (+10pts)

Lil Libros stood out, leading the pack with stellar lifts in intent to share (+25 pts) and uniqueness (+26 pts)

Respondents agreed that the content “makes me feel like I belong”, “Target supports the community” and “makes me feel like I’m getting a great deal”