Target: Target Creates First Ever Live Music Video With Gwen Stefani [video]

Credits & Description:

Agency: Deutsch La
Brand: Target
Country: USA
Advertising Agency: Deutsch La
Entrant Company: Deutsch La
Media Agency: Deutsch La
Pr Agency: Rogers & Cowan, Los Angeles
Production Company: Wondros, Los Angeles
Additional Company: Target, Minneapolis
Social Media Lead: Carey Jeremiason (Target)
Executive Producers: Jeremy Barrett, Catherine Finkenstaedt (Wondros)
Senior Art Director: Brynn Malek (Deutsch)
Music Creative Director: Dave Rocco (Deutsch)
Associate Integrated Producer: Geoff Tarr (Deutsch)
Group Planning Director: Zach Gallagher (Deutsch)
Executive Creative Director: Karen Costello (Deutsch)
Integrated Digital Producer: Bob Guerrero (Deutsch)
Chief Creative Officer: Todd Waterbury (Target)
Public Relations Lead: Lee Henderson (Target)
Executive Integrated Producer: Mary Ellen Duggan (Deutsch)
Broadcast Producer: Abby Ruben (Target)
Group Account Director: Chris Carter (Deutsch)
Account Director: Leigh Mccarthy (Deutsch)
Copywriter: William Sawyer (Deutsch)
Creative Director: Pete Malony (Target)
Sr. Manager Brand Marketing: Trevor Arnold (Target)
Social Media Strategist: Caitlin Daley (Deutsch)
Creative Director: Chris Macneil (Deutsch)
Evp, Cmo: Jeff Jones (Target)
Director: Sophie Muller (Wondros)
Co-Director Of Account Planning: Susie Lyons (Deutsch)
Director Of Integrated Production: Vic Palumbo (Deutsch)
Vp, Storewide & Hardlines Marketing: William White (Target)
Strategist: Carly Starratt (Deutsch)
Chief Creative Officer, North America: Pete Favat (Deutsch)
Director, Media Strategy: Seth Coffrin (Target)
Integrated Producer: Tessa Banks (Deutsch)
Synopsis:
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 world on a night where the expectation IS the unexpected. Not to mention, with broadcast viewership of the GRAMMYs down year over year, and audiences flocking to digital and social to view, tweet, like, and share the awards show - we knew we had to deliver a unique and seamless experience on EVERY screen in order to stand out.
Strategy:
GRAMMYs night is filled with highly anticipated, talked-about, and unexpected performances from the most iconic artists of our time. So in order to get the GRAMMYs audience talking about a retail brand on music’s biggest night, we had to create more than an ad. We needed to give GRAMMYs viewers more of what they really wanted: more music, less commercials.And not just more music, but an idea that would get the GRAMMYS audience talking about Target in a first-ever, never-before-seen, how-did-they-do-that?! way to establish the brand’s leadership in music and pop culture. We also knew we had to engage the GRAMMYs audience on the digital channels they were using before, during, and after the awards show in order to get people talking.
Execution:
In one take with 25 million people watching, we created a live music video on America’s largest soundstage with 200 crew members, 30 dancers, 9 roller skaters, 11 cameras, 10 sets, 7 wardrobe changes, and 1 musical icon that captured the attention of the GRAMMYs audience on every channel. But let’s back up.Leading up to our live moment, we created a phased content approach that put the world on notice. We started by teasing the video on the channels where the GRAMMYs are most talked about (Snapchat, Twitter, Shazam, and Vevo) and even where the actual awards show takes place (LA Live next to Staples Center). Then on GRAMMY day, Target, Gwen, and our influencers drove tune-in across social channels, engaging millions of fans. And when the GRAMMYs cut from their show to our live feed, our video began to unfold, with social conversation baked in at every turn.
Campaign Description:
We partnered with Gwen Stefani and used Target’s four-minute commercial break to create the first-ever live music video shot on national television during the GRAMMYs. And not just any music video - the official music video for Gwen Stefani’s new single, “Make Me Like You.” But we weren’t just live on television; some of the biggest social media influencers took the GRAMMYs audience inside the set through live social media.
Outcome:
Our live music video was one of the most-talked about moments before, during, and after the GRAMMYs – resulting in over four billion impressions and 233 million social impressions.• Before the show, there was a massive swell of PR, with Entertainment Tonight, Ryan Seacrest, and others wanting to learn more.• During the GRAMMYs, Gwen Stefani trended nationally and globally on Twitter. Target had 40% share of voice GRAMMYs day and more than 38 million campaign video views.• Our idea garnered over 1,300 global press mentions and was highlighted on celebrated talk shows like Ellen and Jimmy Kimmel - even being featured on the iconic game show, Jeopardy.• The impact of our live music video increased national sales of Gwen’s album by 300% and helped her first solo album in ten years to debut at #1 on the Billboard charts – for the first time in her thirty-year career.