Target creates first ever live music video with Gwen Stefani

This case study explains how Target, the retailer, used a live-broadcast TV ad during the GRAMMYs and social media to engage millions of people at once.

Advertiser: TargetAgency: DeutschCountry: USA

Objectives

Bringing customers and fans more than they can get anywhere else is at the core of everything Target does. In the case of music, that means more access, more experiences, more content, and more music from the artists that fans love.

But the GRAMMY Awards are filled with the most talked-about live performances by the biggest musical icons in the world. So on music’s biggest night, how do you make a retail brand like Target stand out?

We needed to create a never-been-done-before cultural moment that would shock the...

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