Project Overview
This project demonstrates the ability to adjust to market opportunities and to build on brands previous campaign strategies to increase awareness and profitability. This project is a combination of omni channel strategizing and innovative solution to marketing challenges demonstrating an ability to work within the confines of client objectives and exceed expectations.
Background
In June of 2018, Toys “R” US closed its doors to the dismay of all children. In the wake of this massive chain closing 70 locations nation wide, large retailers all jumped at the possibility of capitalizing on this open market share. In a chance to grow their toy sections and incentivize child support for the brand, Target presented us with a case competition.
The Challenge
Target’s toy section had been a minor and underperforming sector of their business, and had a nearly nonexistent budget for marketing spend on promoting and capitalizing on the kid markets. In order to create the one stop shopping experience and build their toy section to consume a portion of the Toys “R” US market space, they asked us to create a full campaign to increase awareness, be socially aware/conscious, and boost influence in the kid markets using already available infrastructure and owned assets.
The Answer
Through extensive prime research (Consumer IDIs), Persona models, and journey mapping, we created a unique campaign that gamified the shopping experience without eroding the core shopping categories that Target relied on. Our solution featured an integrative game within Target’s Cartwheel app. Using store beacon technology, children were lead on a “scavenger hunt” throughout the store gaining prizes as they scanned specific barcodes, ending at the toy aisle with special promotions. As barcodes were scanned, kids earned points and featured toys that they could add to their “wish list” for future purchase. With share-ability, kids could compete against friends to get the “coolest” toys that Target offered into their account.
Instagram Ad 
Facebook Ad 
Holiday Ad (all platforms)
The Result
Result for Target: This campaign could have been easily introduced with minimal investment in applications. This gamification would increase ease for parents and create a demand for target visits. We estimated market potential at $100 M +.
Grade Results: Received an A on the project, was the section winner, and placed 3rd out of 64 teams in the overall competition. Received praise for being the youngest student in the top 10 teams.
Other Case Studies and Projects
To see more of the work I have accomplished over the last 4 years, please feel free to take a look at these other case studies and projects.
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