Natural Beauty Campaign
Within Target’s Natural Beauty campaign, I explored Facebook’s new Canvas Ad tool. With an increasing shift to mobile and social media, Facebook Canvas Ads allow Target to reach a new segment of the population. What an opportunity! So, how could Target use this tool to tell value stories? I proposed, through a prototype, a creative recommendation on how we could use this tool in our campaign work. I surveyed subject matter experts across marketing, defined a strategy, designed a template, and art directed the creative. Below is the prototype.
Role - Art Director & Designer
Year - 2016
Client - Target
THE RESULTS
The result was a template useful for any campaign. Starting with an intro video (attention grabber), then the tilt-to pan feature (assortment) and ending with category navigation (CTA). I ended up bringing the Target in-store experience to their phone.
The assets for this ad are also recyclable across target.com, in our printed weekly ad or in a social post.
THE IDEA
Insights showed that guests looked for clean ingredients when shopping. For the direction of this campaign I focused on the product ingredients. Cracked coconuts, blushing rose petals, and juicy grapefruits surrounded the blooming products. Everything in the ad, from props to sets, was pulled in nature. Even the Target bullseye.
The tool unlocked the freedom to use a combination of ad types. Video, stills, text, and panoramic images turned an ad into an experience. Once in the ad a user could tilt-to-pan to see the breadth of the offer. After scrolling the ad broke down into product categories for easy navigation. Each category had a playful video with a button that lead them to target.com.