Target Finds + Gifting

Target Finds | Target Gifting

Target Finds inspires and delights guests through highly curated, socially reactive and seasonally relevant storytelling.

As an Art Director, I partner with merchandisers and copywriters to identify content creation opportunities, curate product assortments and create long-form content for guests to shop. Grounded in social insights, trend forecasts and the quickly changing consumer landscape, our team is able to execute new creative to meet guests in a highly reactive environment. This arm of Target’s e-commerce business has seen a 36% increase in conversion compared to total site.

 

ACD: Cecely Meller
Art Director & Designer: Audrey Campbell
Copywriters: Erika Voeller, Anna Zahler, Cecely Meller, Sydney Swenson, Karl Wahoske, Paris Vasser

Social Reactive Content

When Charlie XCX’s Brat album started going viral, our team saw an opportunity to amplify our summer assortment alongside album references (Julia Fox’s memoir is so Julia). As the Art Director, I curated the product assortment, created a landing destination and worked with the social team to amplify the moment on social.

Site Landing Destination:

Site driver & Social Amplification:

When burr baskets went viral on TikTok, our team knew we had to get in on the trend. As the Art Director, I researched what the top trending items were to include in these baskets, curated the product assortment, created a landing destination and developed the look and feel for our Pinterest partners to amplify our content across channels.

Site Landing Destination:

Site driver & Social Amplification:

Trend Team Partnerships: Our team regularly collaborates with Target’s trend teams to create seasonally relevant content informed by social insights and consumer trends. We also use this as an opportunity to amplify new products and inspire discovery through recipe ideas, style tips and highly curated content.

Seasonally relevant trends, ideas and serialized content: Target Finds is a discovery destination, and as such, I’m tasked with keeping up with trend cycles and identifying key opportunities to leverage products for guests to shop and discover current trends. In addition, I worked with site merchandising teams to devise a content planning schedule that incorporates serialized content so the guest can identify and revisit stories that are consistently updated with the newest product.