Coast Creative was tasked to roll out a strategy that outlined how we were going to prep ShowerPill for Target by establishing it as a brand. We wanted to solidify its identity as a versatile body wipe that could deliver in uses beyond athletics. While also keeping in mind the obvious goal of pushing sales and driving traffic to ShowerPill’s platforms.
In preparation for the Target roll out, our first order of business was to cultivate the identity of ShowerPill’s brand and display its many uses. But, don’t you worry, we’ll do a deep dive into that in just a bit.
Our next target (there we go again) was to not only meet, but exceed Target’s set KPIs (key performance indicators). Target set metrics that had to be met and that were specific to each store. When ShowerPill was rolled out in 150 stores for this trial period, we began executing a unique marketing strategies to the campaign as a whole as well as the 150 individual Target stores.
Coast’s course of action began in October in anticipation for the December launch in the designated Target locations. We primarily used the following as tools to drive awareness, traffic, education, and anticipation to their Target presence:
- Website optimization: We made sure dot all our i’s and cross all our t’s. Meaning we perfected all functionality to ensure user-friendly navigation. Specifically, we checked that all buttons worked, titles were correct, and email sign ups were running well.
- Iconic campaign: These campaigns made ShowerPill recognizable to users to build virtual relationships with. The following content strategies were used to achieve this.
- Target based content creation with captions that spoke to the Target campaign.
- #SwipeToClean- Directed at an overarching demographic of athletes + moms.
- #SPOutdoors- Directed at hikers + travels to cater to audience growth.
- #SPatTarget- Included in all content that mentioned the ShowerPill rollout at Target.