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Target has partnered with a range of famous designers over the past quarter century, helping to bring high-end ideas to affordable retail. The big-box store\u2019s latest limited-time collaboration, launching Sept. 21, takes a different approach: Rather than work with the Mizrahis and Schoulers of fashion, the company has shifted focus to the world of Malteses and Shih Tzus.<\/p>\n
The retailer has partnered with six social media pet influencers \u2014 or \u201cfur-fluencers<\/span>\u201d \u2014 on its first exclusive collection for pets, per details shared with sister publication Marketing Dive. The strategy is a sign of the rising significance of creator culture to brands, a trend that has led companies like Target to shake up their internal marketing.<\/p>\nThe Cuddle Collab, which spans a half-dozen product capsules themed to each influencer partner, along with more general pet items, attempts to better recognize the 70% of Target shoppers who own a furry friend, per internal company data. Marketing behind the effort, including Target\u2019s first reality TV-styled social content, national ads starring Bull Terrier mascot Bullseye and strategic out-of-home (OOH) placements, is intended to provide a bit of levity as the U.S. remains gripped in division. Target\u2019s internal creative team is behind the campaign that puts viewers in the point-of-view of their pets.<\/p>\n
\u201cWe think people are going to need a lot of outlets this fall. They\u2019re going to need some happiness, they\u2019re going to need some lightness,\u201d said Michelle Mesenburg, a Target veteran who stepped into the newly created role of senior vice president of creative and content in July. \u201cIf there\u2019s one thing that almost all of us can agree upon, that\u2019s the unconditional love of pets.\u201d<\/p>\n
Social reshapes creative<\/h3>\n A five-part social series, dubbed \u201cThe Pets of Tarjay,\u201d takes a cue from reality TV tropes and is part of Target\u2019s renewed efforts to provide entertaining content to smartphone-glued consumers. Target is also producing videos where creators will comment live on the episodes, mirroring the tertiary media ecosystem that\u2019s surfaced around actual reality TV.<\/p>\n
Target began experimenting with episodic series, such as \u201cTeammates of Target,\u201d earlier this year, to positive response. The Minneapolis-based business has recently realigned its marketing divisions to better collaborate in this area, including through Mesenburg\u2019s new appointment. Target has made other changes to its marketing structure recently. In June, it announced it would shift CMO Lisa Roath to chief merchandising officer of food, essentials and beauty beginning next year. Target is in the process of searching for Roath\u2019s successor.<\/p>\n
\u201cThe advent of content and creators out in the world and social has largely reshaped how we think about creative,\u201d Mesenburg said. \u201cWe are intentionally bringing our social content and creative collaboration teams, who work largely with talent, together with our in-house creative team. It\u2019s going to allow us to think more holistically about the total landscape of storytelling and creativity.\u201d<\/p>\n
Other marketers are ramping up their entertainment offerings to reach consumers who have cut the cord on linear ad-supported channels. Chick-Fil-A is reportedly exploring a streaming service carrying family friendly programming, with a bent toward unscripted fare, while E.l.f. Cosmetics last week debuted an entertainment division with the announcement of an original album release.<\/p>\n
Beyond \u201cThe Pets of Tarjay,\u201d Target is leaning heavily into its influencer team to spread word of The Cuddle Collab. The \u201cfur-fluencers\u201d are comprised of six dogs and five cats that have accrued millions of followers on platforms like Instagram. Partners include: therapy puppies Ellie and Emma; \u201cmodern\u201d cat trio Zelda, Titus and Brave; food-focused dog Popeye; fashion-oriented dogs Ghost and Wren; self-care promoting Maple Cat; and dog-and-cat combo Baloo and Pan.<\/p>\n\n\n
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\nCats try out products that are part of Target\u2019s The Cuddle Collab.<\/p>\n
Permission granted by Target<\/p>\n
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With prices starting at $3, the collections span an array of over 180 items, from pet essentials like beds, bowls and treats to accessories that can be matched with human owners, including a charm bar centered on personalization. The Cuddle Collab lookbook is available to view today on Target.com and via the brand\u2019s app ahead of the formal launch later in September. The assortment will be available for several weeks or while supplies last.\u00a0<\/p>\n
\u201cTarget is known for fashion collaborations. There are some elements in this collection that go above and beyond our everyday assortment when it comes to fashion,\u201d said Mesenburg.<\/p>\n\nEyes on Bullseye<\/h3>\n Target\u2019s bid to connect with pet owners is a natural fit for one of its most recognizable brand assets: Dog mascot Bullseye. An ad campaign appearing on social, linear TV and streaming, \u201cPet Takeover,\u201d shows the white-coated canine sneaking into a Target and letting animal companions \u2014 including one pig \u2014 in through a secret door to peruse The Cuddle Collab goods. Real pets were used in the commercial, which was shot on location at a Target (though only service animals are allowed during regular shopping hours)\u00a0and is soundtracked by Chappell Roan\u2019s \u201cHot to Go!,\u201d a major pop hit this year. Agency EssenceMediacom handled media.\u00a0<\/p>\n
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