Target is amping up it's social presence for the holiday season, making use of Snapchat, Facebook, Instagram and other apps to engage consumers, reports AdWeek. Target puts a total of 12% of its total media spend towards social, which represent a 30% increase over last year.
This is on trend with other brands' shift in advertising budget away from traditional media (print and TV) and towards digital, including social and new emerging platforms. According to the senior director of social media at Target, the 2015 - 2016 holiday ad campaign represents "Target's most ambitious social spend for a single campaign."
A cornerstone of the campaign is the geofilter feature on Snapchat, which are special overlays for Snaps that can only be accessed in certain locations. Snapchat has rolled out this feature with several brand partners (including Target) and is planning a broader launch later this year. Target's Snapchat campaign includes a special Thanksgiving-themed filter as well as a daily filter for the month of December.
AdWeek also mentions that Target will be taking advantage Facebook's Canvas e-commerce ads, which boast faster ad load times and a new Facebook section that curates shoppable products and provides direct-to-retailer buy buttons.
- Olympia
Source:
http://www.adweek.com/news/technology/targets-big-digital-holiday-campaign-combines-snapchat-facebook-and-instagram-168274?utm_source=Sailthru&utm_medium=email&utm_campaign=Daily%20-%20Good%202015-11-24&utm_term=Good%20Daily
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