Why Target is embracing social-first marketing for its Woolrich collab

"Target is taking a fresh approach to promoting its latest design partnership, shifting away from studio-shot imagery and embracing social-first marketing, Marketing Dive can exclusively share. The collaboration with heritage brand Woolrich comes to life with content that was filmed in New York City, following style influencer Lauren Wolfe and " Daylight " singer-songwriter David Kushner as they explore different neighborhoods and creative pursuits."

"The concept transposes Woolrich's focus on the outdoors - the brand, which is nearly two centuries old, lays claim to being "The Original Outdoor Clothing Company" - to an urban environment while giving Target a chance to experiment more with lifestyle-oriented visuals. "Adventure Is Wherever You Are," which launches Tuesday and runs through Oct. 30, will appear on broadcast TV, social, out-of-home and audio channels like Spotify, and lands as consumers prepare for the holiday shopping rush."

""As social media continues to drive discovery and connection, a social-first strategy allows us to meet people where they're most engaged and keeps Target at the center of where [our] guests already are," said Scott Swartz, vice president of creative at Target, over email. "This shaped our creative direction, which leaned into social-led talent and real-world storytelling elements like shooting on location in New York City and including a mockumentary as one of the beats of the campaign,"

Target launches a social-first campaign for its Woolrich collaboration that films on location in New York City and follows influencer Lauren Wolfe and musician David Kushner. The effort transposes Woolrich’s outdoors heritage into urban settings while exploring lifestyle-oriented visuals and storytelling. The campaign, titled "Adventure Is Wherever You Are," runs through Oct. 30 and surfaces across broadcast TV, social, out-of-home, and audio channels such as Spotify. The larger campaign and social content are directly integrated for the first time in Target’s design collaborations, and the creative includes mockumentary elements and social-led talent to drive discovery and engagement.

Read at Marketing Dive