Dive Brief:
-
With its social media marketing budget up 30% this year, Target Corp. is taking full advantage of platforms like Facebook, Instagram, Snapchat, and other social media apps to communicate with holiday shoppers this year.
-
The retailer is already employing "geofilters," special overlays for Snaps in Snapchat, that can only be accessed in certain locations, and can be a fun way to let people know what you’re up to. Target’s Instagram takeover ads use that app's Marquee feature that launched in September.
-
And the retailer is using Facebook’s Canvas to display fast-loading, Facebook-hosted ads for its new craft-activity Wonderpacks, and is taking advantage of the site’s carousel ads.
Dive Insight:
Target is putting its amped-up social media marketing budget to good use this holiday season by taking advantage of social media’s push to make ads pay.
The campaigns are a nod to the way consumers are increasingly using their phones to shop, and an acknowledgement that mobile use should be easy and fun.
"Holiday this year represents Target's most ambitious social spend for a single campaign," said Colleen McDuffe, senior director of social media at Target, told Adweek. "For the first time, Target will be leveraging Snapchat to engage our guests during the holidays. More and more, we know [shoppers] are looking to Facebook for purchase inspiration, especially on their mobile devices."
