Target Holiday
Research / Product Design / Lorem ipsum
Target Holiday
Our team was tasked with the creation of an immersive holiday experience online for Target guests. The goals of this assignment included;
A) increase sales volume online and
B) drive repeat usage through the use of the newly renovated Target.com and List creation services. As always, maintaining a cohesive brand experience that reflected the spirit of the years holiday campaign was a must.
Rolls and responsibilities
1 Design Team Lead
1 Producer/Planner
2 Visual Designers
1 Content strategist
1 UX Designer
1 Developer
1 Account Manager
Hypothesis
1. Leveraging Target’s broad range of products and 3rd party content sources would attract and engage guests to not only be inspired but to capture their interests through the use of list creation.
2. Target guests loved to share things they found interesting. By allowing guests to personalize their lists, the pervasiveness of the destination would grow virally at a pace necessary for a 12 week campaign to succeed.
Solution
By utilizing the new Target.com “everest” framework, holiday campaign creative, 3rd party content sources, gift finder and list making services, we began ideation which included a timeline for which allowed for a deepening of the engagement over a 12 week period of time.
Results
With Cyber Monday reaching a record high rising 22% from 2010, the 2011 holiday season exceeded expectations with 15% growth, primarily within the last 10 days prior to the end of December. Holidays wouldn’t be the same without Target!
