Published on Apr 23rd, 2015
Target’s design collaboration with Lilly Pulitzer is the latest testimony to the power of real-time marketing, and Twitter. In this campaign, Target has utilized Twitter to provide up-to-the-minute information for the social shopper. Various brands in the fashion and retail industry are giving publishing power to platforms like Twitter, bypassing traditional mediums to make special, timely announcements.
Shareablee conducted an analysis to see how Target’s collaboration with Lilly Pulitzer performed on social from the day of its announcement on January 6, 2015, until its launch on April 19th. Since news broke about the collaboration, social audiences have flocked to tweet and post content using #LillyforTarget. Social accounts for Target, Target Style, Lilly Pulitzer and LillyforTarget captivated their followers by releasing sneak peeks of the collection and a Lookbook leading up to the rollout to generate more hype and increase shopper turnout.
Overall, the campaign saw an overwhelming boost in engagement from its social audience using the hashtag. From the content tweeted during this time, tweets including #LillyforTarget accounted for 8% of total content and produced 15% of total actions, representing an 89% growth in social engagement from the day of the announcement until the launch. Target Style’s Twitter also saw an increase in followers, growing 6% from the date of the ‘Lilly for Target’ announcement.
In comparison, tweets about Target’s 2013 Phillip Lim 3.1 collaboration using #PhillipLimforTarget accounted for 20% of total content but only brought in 11% of total actions. The top tweet posted by Target with #PhillipLimforTarget received 132 actions overall. Comparatively, the top tweet posted by Target with #LillyforTarget captured 5,331 total actions—a 3,939% growth over the #PhillipLimforTarget campaign. Overall, the #LillyforTarget campaign had 76 tweets which received 33,011 actions on Twitter, while the #PhillipLimforTarget campaign consisted of 81 tweets which garnered 1,642 actions total. This performance could be attributed to #LillyforTarget’s visual campaign which included photos of the main striking prints such as Nosie Posey, Belladonna and Boom Boom; as opposed to Phillip Lim’s line which included subtler pieces.
Lilly for Target caused a shopping frenzy, perhaps in greater magnitude than the 2011 launch of the infamous Missoni for Target line, both of which crashed the Target website . The long-awaited rollout sold out within a few hours online and minutes after customers were able to shop the racks in-store. However, the #LillyforTarget tweets continued to update consumers and addressed their frustrations over the mayhem and stock inventory.
The #LillyforTarget campaign highlighted three key takeaways amidst the madness of the line’s official launch online and in stores: