20+ years of bringing the “Tarzhay” magic to Target
During our 20+ years representing Target, Kaplow has launched 50+ brands, led show-stopping experiential moments, driven impactful thought leadership and maintained best-in-class media relations.
50+
Brand Launches
3.2B+
Earned Impressions (over two years for Owned Brands)
+868%
Impressions Increase through Work with Spokespeople
Launching a uniquely-Target stable of household name brands
Created the retail standard of private label brands via the introduction of seven bestselling home brands over a two-year period, generating a record-breaking 3.2 billion impressions and landing three on the coveted list of Target’s billion-dollar brands. We also launched more than 50 brands over the past two decades, including must-have design partnerships and forays into new categories such as electronics and pets.
Carving a space among a crowded retail space to make Target synonymous with inclusivity
To support Target’s reputation as a champion of inclusivity, we have supported a number of initiatives over the years. Kaplow spearheaded Target’s commitment to accelerate diversity, equity and inclusion among its product offerings with its Racial Equity Action and Change (REACH) committee and launched several inclusive owned brand products, including sensory-friendly children’s furniture and décor and adaptive Halloween costumes for children with sensory sensitivities and special needs.
Maintaining brand love with stop-in-your-track events
Our innate understanding of Tarzhay magic has allowed us to bring the joy of everyday life to guests through events of all sizes. And we’ve done it all: installed a larger-than-life dollhouse in the middle of Grand Central Station to launch a home brand, organized a 500-person seated dinner to celebrate the FEED x Target design collaboration, executed intimate virtual holiday media events, brought a Bullseye Bodega to New York Fashion Week and transformed a 220-foot barge into a floating Target store on the Hudson River – to name just a few.
Elevating Target’s design reputation by hand-picking credible design partners
After identifying an opportunity to humanize Target’s voice and style credibility, Kaplow pioneered the introduction of Target Home Style Experts (HSET), ongoing partnerships with approachable third-party design authorities to speak to new product offerings and design tips. Through Kaplow’s work with coveted design partners like Emily Henderson, Camille Styles and Justina Blakeney, Target saw a +868% impressions increase.
Earning Target top SOV by leading strategy execution during top shopping seasons
As Target’s lead communications agency during pivotal retail seasons including Holiday and Back to School / College, Kaplow oversaw the entirety of Target’s communications efforts for nearly a decade, managing all its agency partners while planning and executing campaigns that regularly generated year-over-year coverage increases, elevated C-suite executives, tapped into national and local markets and developed enterprise-wide efficiencies to drive higher quality of coverage.
Case Studies
