Target has completely revamped its loyalty program, Target Circle. The program is now simpler, easier & more valuable than ever. And, Target Circle Week is Target's biggest sale of the year, with seven days of special savings just for Target Circle members. We decided to build excitement for the sale with TV spots that hype the exclusive discounts only members receive during the week.

Enter the perfect pitchwoman, Target Lady. She’s our hilarious hype-woman, a lover of Target and an ambassador of laughs. Her role in this campaign would not be one of educator, or spokesperson. She wouldn’t be explaining the ins and outs of the new Target Circle program. We wanted to reprise her role exactly as she was, true to SNL, only with something new to get overly-excited about.

Who better to launch our biggest campaign of 2024 than the endlessly entertaining & universally loved Target Lady, as channeled by Kristen Wiig? We knew that audiences resonated with the nostalgia of the character and remember her from SNL and for others, Kristen Wiig is incredibly relevant and exciting in terms of her standing as an actress and a performer. We knew Kristen would have really broad appeal across all audiences.

Target Lady delivered beyond what we expected, proving the connection and relevancy built during a critical time for the business.

• PR: the campaign resulted in over 6.1 billion impressions.

• Social Media: 5.3M clicks, 630M impressions and 76M 2-3-second views were garnered. The average watch time on TikTok for all Target Circle initiatives was 4.5x more than average.

• Target Circle and Target Circle Week landing page: over 6.5M visitors, which is over 20% higher than previous Target Circle Weeks.

• Paid media attention index: Target Lady ad spots attention index was up to 128 points, on average Target’s ad spots attention index is up to 104. The attention index score measures viewer attention, based on a viewer’s tendency to interrupt an ad on TV.

During launch week, over 15 million members transacted in the program and Target Circle transactions accounted for over half of the enterprise transactions.