Target Style

Target needed a place to showcase their celebrity design partnerships, trend-forward product and connect with their fans. If you want to genuinely talk to fashionistas, you have to do it on Tumblr. On the Dot is a tumblr that serves up Target through the eyes of a fashion director, celebrity stylist, or other industry insider and provides editorial content that people pin, reblog and shop. 

Style credibility, happy clients, and conversion. 
We started with Tumblr and expanded to Facebook, Instagram, Target's blog, YouTube, Pinterest, email,
and .com. 

We found everything we wanted to do in store but couldn't (mannequins, window displays, etc) we could do better online. Social media became a window shopping experience.

Ultimately, we got fashionable people to say "OH SHIT THAT'S TARGET?"

Mashable: 10 Brands Doing Tumblr Right
Harvard Business Review: Who's Your Brand's Editor in Chief? 
Macy’s and Target embrace editorial as a spark for e-commerce
Target’s On the Dot is On the Mark