Target's Beauty Garden Party Charms Influencers - Event Marketer

Target’s Beauty Garden Party Charms Influencers

DB_Target_2014 ETA
Brand: TARGET
Agency: CARAVENTS
Awards: EVENT TECHNOLOGY AWARDS — BEST USE OF INSTAGRAM
Year: 2014

Instead of using traditional p.r. methods to promote its new premium skincare product launch, Target relied on 100 social influencers with hundreds of thousands of followers to spread the word. Target hosted these guests at a Target Beauty Garden Party designed for social amplification. In order to get influencers posting organically and authentically, Target served up visual content and inspiring décor on an Instagram-worthy silver platter.

The backdrop for this day of pampering, hosted at a private home in Beverly Hills, CA, was all about clever accents. This included bright colors, feminine touches, pretty food, beverages and florals to inspire the female guests and dovetail the marketing message that Target stores are now a destination for high-end skincare.

Target made the product the “hero” of the party by staging it in beautiful presentations around four “pop-up shops” representing how women can use the beauty products daily. Each station had hand-illustrated notecards with product listings and a hors d’oeuvre/beverage pairing. Target worked closely with caterer Heirloom LA to create a beauty foods menu that was colorful with corresponding health benefits—making this product launch event a true feast for the senses.

The event ultimately went viral on Instagram and photos from the event could be seen splashed across many of the top blogs.

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