By now, you’ve seen the Target “Everyday Collection” spots that turn cliches of everyday women — a hormonal pregnant lady with cravings, a bake-sale mom, a mom changing diapers — into glamorized versions of themselves. They’re a bit off. But Target is going a funnier route with its online part of this “Everyday Collection” campaign.
Today, Target hosted a live interactive Twitter event yesterday, the Target Everyday Show, which played off the glammed-up vibe of the TV spots. It was a runway show inspired by people’s tweets about everyday products. People were encouraged to tweet about everyday things like craving spinach at the office or eating marshmallows as a meal and using the hashtag #Everydayshow.
Target chose its favorite tweets, like “Somebody stole my pack of gum! #notcool” to feature in the tweet-to-runway show during which models in all white with red lips strutted down a white catwalk. At the end of the runway, each model read off one of the selected tweets in a weird, robotic cadence — they even read out the ellipsis in people’s tweets, as in “dot, dot, dot,” like this one. Yeah. It was super weird, but somehow it worked.
Unlike the TV spots, which just reinforce old-school gender-role stereotypes and play into society’s need to portray women as sex objects — even when they are about to wipe a baby’s ass — this live twitter runway show actually poked fun at the ridiculousness of modeling and catwalks and just made everything, especially people’s tweets, seem pretty silly.
On Target’s YouTube channel you can find the video collection “Tweet-to-Runway Show,” which features clips from the live show (start from video number 26 for the actual live event clips) so you can see the ridiculousness yourself.
L’Oreal uses social listening, in-house teams to tap into beauty trends ‘at the speed of culture’
The beauty behemoth is turning to in-house teams to accelerate content production that taps into trends within days, rather than the weeks or months of traditional marketing and advertising timelines.
Digiday+ Research deep dive: YouTube holds strong as a reliable marketing channel for agencies and brands
YouTube might not be considered the most exciting marketing channel out there, but brands and agencies see the platform as a reliable marketing channel that delivers consistent success.
Pringles goes all in on social to put college athletes front-and-center for ‘March Mustache’ campaign
Pringles is turning to social media — particularly Instagram — to leverage some of the college athletes playing in the March Madness basketball tournament, with the goal of reaching college basketball fans on second screens.
SponsoredHow advertisers are leveraging omnichannel attribution and measurement to power CTV
Sponsored by MNTN Connected TV advertising has joined and expanded the larger ecosystem of campaigns that advertisers deploy. As such, omnichannel marketing strategies now encompass television and mobile devices, tablets and other screens such as out-of-home. And as customers engage across these different touchpoints, brands are seeking and moving their measurement and analytics efforts to […]
Short-form video needs better monetization, creator funds aren’t the way to do it
Creator funds have almost been like a stepping stone before a more permanent solution is either considered or put into place.
With Canva and Adobe’s new updates, the generative AI race enters the brand design space
Canva and Adobe are just two of several major design and visual platforms that are rapidly introducing new generative AI capabilities in the service of brands.