The kids, apparently, are all right.
Target has been putting kids in charge for the past year. The younger set helped design the new kids’ collection Cat & Jack bowing on Friday, giving input on everything from legging prints to T-shirt slogans, in addition to serving as fit models.
Target also harnessed youthful talent for its first kid-created marketing campaign. The youngsters led every major aspect of the campaign, from drafting story boards and scripts and illustrating the creative, to directing and styling the spots and performing the music. The retailer claims to be the first company to empower kids to create a national marketing campaign.
Target worked with two nonprofit organizations on the campaign, including 826LA and Adolescent. A group of seven child writers, ages eight to 11, developed story boards for each TV commercial, and three kid directors, ages 13, 15 and 17 oversaw the shoot. On the set, a 15-year-old stylist gave creative direction. Girls from the band, L2M, recorded the anthem used in the campaign, which yielded seven TV commercials that will air in local markets. Target also tapped young illustrators to create designs that will be used in stores and in digital and social marketing throughout the entire back-to-school season.
The Minneapolis-based retailer has given kids wide berth to contribute ideas and make decisions.
Target is putting the decision of how to distribute its $5 million donation to schools, in kids’ hands. Kids and their teachers can go to DonorsChoose.com/Target and submit ideas for their schools through Oct. 1 or until up to $5 million has been awarded. Given Target’s focus on wellness, the ideas should promote healthy eating or increasing students’ physical activity. The donation is the largest in Donorschoose.org’s history and could reach 200,000 students. Projects submitted for consideration must cost $1,000 or less and be completed within the upcoming 2016-17 school year.
“Kids and families are incredibly important to Target,” said Jeff Jones, chief marketing officer. “Just as parents recognize the potential in their kids, Target does, too. We were inspired to work even more closely with kids after seeing the difference they made in the development of our new Cat & Jack and Pillowfort [kids’ home] lines. Now, we’re taking things a step further, allowing kids to put their mark on Target’s community giving and marketing campaign for the back-to-school season. Both are not only inspired by kids, but completely created by kids.”
As for actually shopping for b-t-s products, kids may rule, but moms and dads need to show up with a valid credit card.