Target
Back to College
Category: Convert + Optimize, Influence Behavior
Year: 2025
We turned
the anxiety of
leaving home
into a
social-first
celebration of
finding yourself.
We turned the anxiety
of leaving home
into a social-first celebration
of finding yourself.
We turned the anxiety
of leaving home
into a social-first celebration
of finding yourself.
For Gen Z, a dorm isn't just a room, it’s a milestone on par with graduation. To capture this chronically online audience, we bypassed traditional ads for Target’s first-ever campaign cast entirely with real student creators. By tapping into the dual emotions of excitement and anxiety, we positioned Target as the emotional bridge between home and the unknown. Our socially-rooted creative transformed the dorm-prep spiral into a sense of control and optimism. Through short-form video, social, digital display, audio, and OOH, we showed that while college is unpredictable, Target ensures you’re never truly far from home.
- #1 performing Target campaign of 2025
- 19% surge in shopping interest
- 12% lift in brand impressions
Press:
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"How Target is tackling back-to-school marketing with dual campaigns." Retail Dive →
