Position Target as the go-to destination for every Latino family’s Holiday shopping needs
The Challenge
During the holidays, Latinos are looking for quality and value, however, there is an oversaturation of deals from retailers. Activate a campaign that positions Target as the ultimate Holiday destination for the shopping needs of Latino families.
The Idea
From distributing the holiday lookbook to coordinating in-store broadcast interviews, and hosting press at Target’s Holiday Press Preview in New York, all touch points positioned Target as the go-to destination for all Holiday shopping needs among the Hispanic segment by driving headlines underscoring deals and shopping tips.
Most notably, we partnered with Univision’s “¡Despierta América!” co-host Karla Martínez for a special story on Target’s corporate blog, A Bullseye View, giving media an inside look into her holiday preparations and her family’s traditions. The story ran in both English and Spanish. Additionally, we secured one-on-one appointments with top-tier national lifestyle editors in Miami for the opportunity to see the gifting assortment first-hand.
The Impact
- 535 media placements
- 409MM impressions across top national, local, business and lifestyle outlets like CNN en Español, Los Angeles Times en Español, People en Español, CNET en Español, Telemundo, Miami Herald, NBC, CBS, among others.
