Our challenge was to motivate shopping in a season when Target moms are more likely to be at the beach than behind a shopping cart. We invited them to Summer Up – to amplify their summer fun – through a disruptive campaign bolstered by an always-on content strategy that gave moms daily inspiration and ideas for fun. We even earned Oprah's attention.
EIFFIE 2014
ADWEEK'S TOP SUMMER ADS 2013
OPRAH LOVE
We created over 100 pieces of original content on multiple channels. We sprinkled #SummerUp-ness through blogs, Instagram, Vine,and Facebook, all aggregated onto Pinterest over the course of three months. These bite-sized Ups include DIY ideas, giveaways, digital delights, artist collaborations, recipes by famous chefs, summer style tips, and a beach ball photo opp.
Song Download
We created an anthem that acted as the soundtrack to our campaign and became the song of summer. Viewers could download "Ula Ula" via their mobile phones. Oprah gave us some love on Twitter.
Digital Games
We launched three sites to Summer Up even when you are stuck in the office (1) You could stare at a glass of refreshing lemonade with equally refreshing backgrounds. (2) You could lick some delicious popsicles with a digital tongue. (3) You could stack corgis on the beach to create the ultimate corgi beach tower.