Target's 'Back to College' Ad Features Popular Teen Influencers
Jana Pijak — August 25, 2016 — Marketing
References: youtube
Target's 'Back to College' video series enlists the help of two well-known lifestyle bloggers Aspyn Ovard and LaMADELYNN who show viewers how to achieve their dream dorm room. This commercial promotes Target's college styler tool 'Made for U' and illustrates the tool's many fun features -- ranging from style and room decor tips to virtual mockups that users can consult before committing to specific purchases.
Known for its stylish and affordable product range, Target is a favorite among Millennial and Gen Z members seeking quality while sticking to a budget. The retailer's Back to College video series appeals to a young demographic of tech-savvy students who are likely to use its Made for U app while decorating first-time dorms or apartments.
Additionally, the retailer enlists two well-known YouTube influencers to send its message across and ultimately appears more relatable and authentic to its target demographic.
Known for its stylish and affordable product range, Target is a favorite among Millennial and Gen Z members seeking quality while sticking to a budget. The retailer's Back to College video series appeals to a young demographic of tech-savvy students who are likely to use its Made for U app while decorating first-time dorms or apartments.
Additionally, the retailer enlists two well-known YouTube influencers to send its message across and ultimately appears more relatable and authentic to its target demographic.
Trend Themes
1. Video-based Decor Tutorials - The rise of video tutorials hosted by popular influencers presents an opportunity for brands to showcase their products and provide step-by-step guides for consumers.
2. Tech-savvy College Students - The increasing reliance on technology by college students opens up opportunities for brands to develop innovative apps and tools that cater to their needs, such as Target's 'Made for U' app.
3. Influencer Marketing in Retail - Brands can leverage the influence of popular YouTubers and bloggers to effectively target and engage with their desired demographic, as seen in Target's collaboration with Aspyn Ovard and LaMADELYNN.
Industry Implications
1. Home Decor - The home decor industry can explore partnerships with influencers to create tutorial videos showcasing their products and providing inspiration for consumers.
2. Technology - There is a potential for tech companies to develop innovative apps and tools that assist college students in decorating their living spaces, similar to Target's 'Made for U' app.
3. Retail - Retailers can utilize influencer marketing strategies to connect with their target audience and enhance their brand's relatability and authenticity, as demonstrated by Target's collaboration with YouTube influencers.
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