Last year, our guests said “I love you Target” 1.4 million times on social media, swelling considerably leading up to Valentine’s Day. With all of this love in the air we decided to give a little love back.
During the week leading up to Valentine’s Day, we responded to as many guests as possible with handwritten, personalized notes on hand-crafted Valentine’s cards. We sent over 1,000 personal love notes back to our admirers via Twitter.
In addition to responding to guests who tweet “I love you Target,” we also shared the love with 35 key influencers. These influencers included celebrities, brands, Target partners, loyal guests and team members. To help increase awareness of our efforts, PR published an A Bullseye View https://corporate.target.com/article/2016/02/target-love-notes (our internal scoop on what’s up inside Target) on Monday, February 8th.
Results: Our Creative and Social team generated a total of 1,002 love notes over five days. Roughly 70% of our mentions came from guests and 30% came from Target with ZERO paid activation.
Key Campaign metrics:
+99 % love
3.2k Social mentions
6.96% engagement rate
65k Total engagements
34,500 detail expands
16K Media views & Engagements