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Target Wedding Registry

Millennials are not interested in following standard wedding traditions and view gift registry as a declaration about themselves as a couple. With offering everything from tandem bikes to food processors, Target positioned itself as the registry for all—for Millennial couples and their guests—because of convenience, affordable prices, and wide range of desirable gifts.  Target also allowed registrants to show who they really are as a couple.

strategies

  • Celebrated the uniqueness of today’s couple using the tag line “Be yourself, together.”

  • Promoted sought-after brands, great design, affordability, and inclusivity through PR, direct mail, social, and digital.

  • Improved digital user-experience and effectiveness—search, social, website and in store.

  • Activated Target brand via consumer and influencer events.

results

  • Increased average value of registry.

  • Received overwhelmingly positive press and social response to Target’s first same-sex wedding ads.

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