Content Win: Target’s #Plaid Takeover

By NativeAI / October 6, 2015

How do you turn a trend into a Happening? By going all-in.

That’s been Target’s approach this fall with plaid, its proclaimed look of the season. 

To highlight the hundreds of plaid items for sale in its stores the retailer has done a #plaid takeover of it’s digital marketing channels (as well as big television, outdoor, and print campaigns).

By takeover we really mean a real, full-on, takeover. Checkered patterns are featured everywhere, from avatars to backgrounds to the content itself – including photos, videos, and social events like #Plaidurday. There’s even plaid posts from Instagrammmers with large followings and a dedicated plaid Pinterest board (featuring, among other things, Plaid Moments in History).

The key to success is that the content pieces are all disparate but visually unified, with different plaids being featured in complementary ways. It also helps that the products themselves are fun and, dare we say it, very much in line with the hot look this season.

Check out a few examples below:





Written by NativeAI / October 6, 2015