Kristen Wiig reprises Target Lady character in new ad campaign
- Target promotes revamped loyalty offerings with Circle Week
- Kristen Wiig reprises Target Lady character in new ad campaign
- Target’s loyalty strategy includes Circle 360 subscription plan
- Circle 360 offers perks like unlimited free same-day delivery
- Target Circle currently has over 100 million members
- Circle Week deals include discounts on seasonal items and Target GiftCards
Target is putting a familiar face behind its marketing for Circle Week, a recurring deals bonanza that caters to members of the big-box store’s loyalty program. The latest promotional blitz follows a revamp to Target’s loyalty strategy last month that included the announcement of Circle 360, a $99-per-year subscription plan that looks to go toe-to-toe with rival membership products like Walmart+ and Amazon Prime. Target offers two other loyalty options: Target Circle, which is free, and the Target Circle Card, formerly known as Target RedCard. Circle 360 features perks like unlimited free same-day delivery, a point Target Lady highlights in one of 12 new spots (she was tipped off about the information by a talking pigeon). Another commercial shows the character getting ready for her day as she peels off an eyemask decorated with Target’s bullseye, slips into similarly themed slippers and does other activities that draw on the retailer’s iconography. The ad spots are soundtracked to “Baby I’m a Star” by musician Prince and the Revolution, a icon in Minneapolis, which is where Target is based. The comedic campaign’s launch comes ahead of Wiig returning to host “SNL” on April 6, right ahead of Circle Week kickoff. Wiig originally conceived Target Lady during her time with The Groundlings before the quirky character became an “SNL” fixture in the 2000s. The Wiig-led creative was spearheaded by Target CMO Lisa Roath, who was promoted to the top marketing job in July. The executive previously oversaw a holiday campaign that put a heavy focus on deals and the retailer’s wide product assortment. Target has contended with a slowdown, with full-year revenue dipping 1.6% to $107.4 billion in 2023. The company’s Q4 results bested analyst expectations, with gains made in improving profits and margins, though its Q1 outlook was patchy. Retooled loyalty is one way the marketer could spur a turnaround. Target Circle, which rolled out in 2019, currently has over 100 million members, many of whom take advantage of benefits like in-store pickup and the ultra-fast Shipt delivery platform. Circle Week deals for the spring include up to 40% off of hundreds of thousands of seasonal items and 10% off Target GiftCards on April 13 for Circle members only.
Factuality Level: 2
Factuality Justification: The article contains a lot of unnecessary details and tangential information about the history of the Target Lady character, the background of the Target CMO, and the company’s financial performance. It lacks focus on the main topic of Circle Week and the promotional activities related to it. The article also includes some exaggerated language and unnecessary repetition.
Noise Level: 3
Noise Justification: The article provides detailed information about Target’s marketing strategy, loyalty programs, and recent promotional activities. It includes specific examples and data points to support its claims. However, the article focuses heavily on the promotional aspects of Target’s Circle Week and loyalty programs, with less emphasis on broader implications or analysis of the company’s overall performance or industry trends.
Financial Relevance: Yes
Financial Markets Impacted: Target and its competitors in the retail industry
Presence Of Extreme Event: No
Nature Of Extreme Event: No
Impact Rating Of The Extreme Event: No
Rating Justification: The article discusses Target’s marketing strategy and its loyalty program, which may have an impact on the company’s financial performance and the competition in the retail industry. However, there is no mention of any extreme events or their impact.
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