How Target is courting pet owners with a collection designed by 'fur-fluencers'

‘We think people are going to need a lot of outlets this fall. They’re going to need some happiness, they’re going to need some lightness,’ said Michelle Mesenburg, a Target veteran who stepped into the newly created role of senior vice president of creative and content in July. 'If there’s one thing that almost all of us can agree upon, that’s the unconditional love of pets.'

The Cuddle Collab attempts to better recognize the 70% of Target shoppers who own a furry friend, per internal company data. The retailer has partnered with six social media pet influencers, or 'fur-fluencers', on its first exclusive collection for pets.

Target’s marketing behind the effort is intended to provide a bit of levity as the U.S. remains gripped in division, including its first reality TV-styled social content, national ads starring Bull Terrier mascot Bullseye and strategic out-of-home (OOH) placements.

The five-part social series, dubbed 'The Pets of Tarjay,' takes a cue from reality TV tropes and is part of Target’s renewed efforts to provide entertaining content to smartphone-glued consumers.

Read at Marketing Dive