Target Bullseye Gives Campaign

In the spring of 2009, the Target Community Relations Marketing team was challenged to come up with a big idea to gain awareness for Target corporate philanthropy—and do it all in about 6 weeks! Our answer to the challenge: use an existing social media channel to invite guests to influence how Target should distribute a $3 million gift among 10 national non-profits. The Bullseye Gives campaign was one of the first cause marketing programs of its kind at the national, mass-market level. It lived almost exclusively within the Target Facebook environment, promoted with only a few external paid media drivers. Yet during the two weeks it ran, the campaign generated major press, stronger relationships with our non-profit partners, and about 500,000 new Facebook fans. Affirming my strong belief that tight constraints often yield the best work. Agency: AKQA San Francisco Release date: 2009