Campaign Tagline: Expect More. Waste Less. (And Pay Less.)
Problem: While having a sustainable lifestyle is important to 78% of Americans, few are buying sustainable products or changing their habits to align with their beliefs. Sustainability has become stagnant, mostly because the way we shop has become stagnant. Further, environmentally friendly products are widely perceived as unaffordable. In order to shift consumers’ habits, they need to be introduced to a shopping experience that makes sustainability easy and cost-effective.
Campaign Goals:
- Raise awareness about Target’s commitment to sustainability.
- Promote foot traffic to Target’s sustainability-centered store in Columbus, Ohio.
- Educate and inspire audiences about eco-friendly shopping.
- Highlight the low-cost sustainable brands that Target offers.
- Promote the cost and environmental benefits of the refill center.
Target Audiences:
“The Typical Shopper”
- This audience is exactly what it’s called: the typical shopper. Target’s typical shoppers are predominantly women, married, and aged 35-44. However, the reason this demographic likes Target is for the consistency and quality. This group won’t naturally be receptive to the new, “sustainable” way to shop. But with some convincing by selling the price benefits and ease, this group can be won over.
“The Skeptics”
- This group is part of the 18% of Americans who “aren’t sure” about climate change. Ages 45+, part of this group is weary about whether climate change actually exists, and others simply doubt that changing our behavior will make a difference at all. With proper education about humanity’s contribution to climate change and how they can help (by shopping at Target), this group may change their minds.
“The Ambassadors”
- The youngest of the three audiences, the ambassador group will be some of the first to line up at the new Target store. Primarily on TikTok, these individuals aged 25-34 will need no convincing. In fact, they spend their free time posting and commenting on social media platforms about their sustainable practices, like refilling products instead of buying new ones. The ad campaign will serve to get these individuals excited about the new Target store in hopes that they will go on to influence others through their social content or word of mouth.
Key Insights to Communicate:
- Changing our shopping habits actually can help save the environment.
- The production and use of household goods account for 60% of global greenhouse gas emissions.
- Switching to sustainable products is not more expensive. In fact, consumers can save money.
- Consumers can save as much as 40% when refilling products instead of buying ones in fresh containers.
- Target has products from their own sustainably conscious brands that are comparable in price to other household name brands.
Where This Story Will Get Told:
Online:
- Paid ads and sponsored-influencer content on TikTok and Instagram Reels.
- TikTok will be used to expose the campaign to a younger demographic and “The Ambassadors.”
- Instagram Reels (which is also part of Facebook) will cater primarily to those aged 35+, like “The Typical Shoppers” and “The Skeptics.” However, this platform is widely used by every age demographic, and the ads should be applicable to a wide range of audiences.
Traditional media:
- Ad buys during local news broadcasts will help us reach “The Typical Shoppers” and “The Skeptics.”
Out of home:
- Billboards and bus shelter posters in the Columbus metropolitan area to capture the eyes of those on their commute. By capturing them in their normal daily routine, these ads will help them envision integrating sustainability into their lives.