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 an incredible shopping experience for all families
To support Target’s reputation as a champion of inclusivity, we have supported a number of initiatives over the years. Kaplow 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
