Giving Millennials More of What Matters

Creating Target's first purpose-driven platform for unifying $1B of "better" products

Client

Target

Industry

CPG, Retail

Services

Audience insights, innovation strategy, naming, brand marketing strategy

Challenge

How to meet rising expectations among Millennial shoppers for purpose-driven brands?

Solution

After in-depth interviews, home visits and shopping afternoons with diehard fans and new customers, share the insight that Millennials want “more of what matters.”

Working across key teams inside Target, create a new growth strategy dubbed Better by Design. Then unify the hundreds of SKUs meeting this criteria (products across six categories—Baby, Beauty/Personal Care, Grocery, Healthcare and Household—representing $1B in sales) with a robust brand platform expressing our consumer’s aspirations for style and substance.

In its first year, the "Made to Matter" campaign led to a 30% spike in growth for participating brands, 1.5X the normal growth rate.

Note: Partner agencies executed the creative strategy and I want to recognize their great work: Design by Geoff McFetridge and animation by Moving Colour.

a pair of cell phones on a concrete block

a cell phone with a yellow rectangular screen

So Much Better, Says Another Happy Client

"A mighty big and sincere thank you to your incredible team. We wouldn't be where we are today without your partnership and thought leadership. The resulting product is just so much better for having worked with you."

—Kate Heiny, Director of Sustainability, Target