Dispatches

Vol. 12

InstagramInspired Approach to Store Brands

Target is on a streak in home goods, apparel and nonfoods areas, and the retailer has been looking to Instagram to promote the partnerships — both as a platform but also who to partner with.

One recent partnership was the retailer’s fi rst-ever exclusive partnership with a plant stylist named Hilton Carter. Interestingly, Carter rose to prominence via his Instagram account, posting since 2011 and amassing a following that is north of half a million people.

Fittingly, Target promoted the products on Instagram via its account and sponsored ads, and via leveraging Carter’s reach to further the products. Similarly, Target released a private brand tie-in with Jungalow, accessing Justina Blakeney’s reach over Instagram, and combining its Pillowfort store brand with a collaboration with children’s author Christian Robinson. Also, interestingly, all three partnerships furthered the retailer’s commitment to source and design products from Black creators. The retailer’s almost sourcing partnerships through Instagram. Here’s a look at some of the ads:

This ad touted the limited-time

availability.

Clever word play for Hilton Carter. Target’s Pillowfort tie-in with Christian Robinson leveraged his artoffun account.

Fun Jungalow videos promoted the partnership.