Target This Just In

Minneapolis based retailer Target has an ongoing series on its YouTube channel called “This Just In.” The series was created by Target’s in-house creative agency. According to the creative team’s official website Target Creative Studio the 400-person team is connected to all the retailer’s brand, design and marketing work.

A little more than a year ago Target Creative launched an always-on, multiplatform video series called “This Just In.” To turn around content quickly, the team designed and constructed a five-room Style Studio within Target’s HQ. The videos, which run weekly, feature a Target team member and various social influencers. Each video is highly shoppable with a simple message: what the product is, why it’s awesome and how to get it.

And of course, it often features a Target Private Brand

Results:

  • The team introduces new episodes on YouTube, Facebook and Snapchat every week, with more than 60 episodes and counting as of this week
  • Subscribers to the YouTube channel increased by +10%
  • On average, products featured within “This Just In” saw traffic increases of more than 25%

The latest videos feature Los Angeles based YouTube Creator The Find Guru gushing over Target’s new athleisure private brand Joy Lab and another featuring A New Day. The second comes from twenty-something recent college graduate and YouTube Creator Caitlin Bea who decorates her small apartment with Targets new modern home private brand Project62. As well as Jordan Taylor Wright discussing Goodfellow.

 



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.