target | loves every body
The opportunity: perfect body
While Victoria’s Secret was way ahead in follower count and market position for the swim category, their tone deaf “Perfect Body” campaign opened the door for Target (seen as more of an an accessible brand) to create an alternative message, leveraging social more effectively.
The idea: every body
Bring influencers that represented bodies of real women to have an honest style conversation about swimwear, designing content from the shoot for YouTube, Pinterest, Instagram and Snapchat under the platform “Target Loves Every Body” as rebuke to the competition’s message.
results
Created earned media value with a number prominent media pick ups, created the first significant sales jump from a digital-only campaign helping Target to recapture the category for the first time in years and creating the messaging platform for inclusivity moving forward.
Role
copywriter
