Many students only recently heard the final bell ring, but marketers are already ramping up activity for the back-to-school season. Target on Monday unveiled two new campaigns targeted at different back-to-school audiences, Marketing Dive can exclusively share, aligning with the approach the big-box store has adopted around big sales windows as it tries to hone personalization. Target typically runs separate marketing pushes for college students and younger kids this time of year, a spokesperson said.
The first effort, “Hey Mom, I’m at Target,” is tailored to the collegiate set and stars young content creators, a first for the retailer. In the ads, the influencers — who hail from schools like New York University and University of Michigan — navigate the complexities of transitioning to dorm room living, including dealing with messy roommates and a lack of shower caddies. Smartphones play a lead role in the creative as the cast texts, video calls and fawns over Target items like a desk mirror that is well-suited to shooting get-ready-with-me videos for social media.
A major inspiration for the campaign was customers viewing Target as a home away from home, according to Michelle Mesenburg, senior vice president of creative and content at the retailer. Several of the spots also conclude by promoting Target perks, such as same-day delivery via the brand’s Circle 360 membership platform and an offer for 20% off one storewide purchase for college-aged students who are part of its Circle loyalty program.
Target debuted Circle 360, its response to Amazon Prime and Walmart+, last year. Crispin, a previous Target collaborator, is behind “Hey Mom, I’m at Target,” which is already running on social, digital and audio channels.
The other campaign, launching July 6, emphasizes a product assortment that can appeal to parents, teachers and younger kids for important occasions like picture day. “All of the Above,” Target’s first work with creative agency Anomaly, is soundtracked by De La Soul’s “Me, Myself, and I” and will feature collaborations with teacher content creators throughout the school season, extending the retailer’s focus on influencer marketing to augment more traditional advertising. Future installments in “All of the Above” will be released on July 20 and Aug. 3.
“The number one thing we hear from parents when prepping for back to school is having to choose between budget and style,” said Mesenburg in emailed comments. “We built our ‘All of the Above’ back to school body of work on this insight, helping parents see that they can have it all — incredible style and must-have items to help students feel confident when heading off to school, all at [an] affordable price.”
Navigating uncertainty
Back to school is Target’s second-biggest sales season of the year, making it a critical period to get right. Reinforcing commitments to value and delivering an on-trend assortment have been cited by executives as some of the brand’s top mandates this year. Despite sharp macroeconomic uncertainty, nearly three-quarters of back-to-school shoppers plan to spend the same or more than they did last year, according to a PwC survey.
Target is looking for a turnaround following challenges related to tariffs and consumer boycotts over changes to its diversity, equity and inclusion initiatives. Net sales at the chain declined 2.8% year over year to $23.8 billion in Q1 while Target lowered its full-year guidance.
“We’ve got to be consistent. We’ve got to make it easy and exciting for our guests to shop. And those are the things we wake up every day focused on,” said CEO Brian Cornell on a call discussing the Q1 results with analysts.
Target’s pair of marketing pushes land as rivals are preparing their own deal bonanzas, inclusive of offers around back-to-school essentials. Walmart last week announced its summer savings event would return July 8 and run for six days, directly competing with Amazon’s Prime Day blitz.
