• by OMMA Editors , September 12, 2021

Target sought to position its Target Beauty brand across age groups with a series that offered “Beauty Solutions Based on Your Beauty Personality.” Four types of customer were identified: the Time Saver, the Conscious Beautifier, the Trend Spotter and the Deal Seeker. Those who clicked on one were shown products specific to that category. For instance, Time Savers saw a dry shampoo that they could use without showering. This effort surpassed campaign benchmarks, driving traffic to Target’s site through content, product and ad unit clicks.