Target has announced that throughout 2014, they will be releasing three party collections featuring designs by popular Pinterest Bloggers and Designers. The collections will use collaborative designs between Target and bloggers Joy Cho of Oh joy!, Kate Arends of Wit and Delight and Jan Halvarson of Poppytalk. This mix of corporate brand and these young, social-media-savvy social presences is a genius marketing move for Target, and will definitely encourage other large corporations to tap into the social media world at a deeper level.
As a company, Target holds a strong social media presence itself. From Facebook, Twitter and Tumblr to their own online magazine A Bullseye View, you can find Target on any popular social media site. The Target Pinterest alone has 49 different boards and over 146,000 followers.
Target is a huge conglomerate, and it has the ability to fall into the unimaginative realm of its generic super-brands competitors Wal-Mart, Kmart and Costco. Throughout the years, the company has made a huge effort to remain innovative, and to keep its giant customer base interested. Brand collaborations are something that Target has done for quite some time, beginning with famous architect Michael Graves in the 90’s, and more recently featuring Zac Posen, Missoni and 3.1 Phillip Lim. These collaborations serve to excite customers, and keep them interested by mixing high end brands with low prices.
The Target-Blogger collaboration takes this idea of partnership to new levels. Using Pinterest to put the vast social-influence of these high-profile tastemakers will attract new customers, and further instill the idea that Target is a very current, trendy company. Speaking on the matter, Target’s Senior Vice President said
“Social media creates so many great opportunities for talented up and comers, and we definitely see today’s top Pinners as expert curators of style and design. We think their unique point-of-view will resonate well with our guests who regularly rely on Pinterest for inspiration and ideas.”
However, it is not only Target that this collaboration is benefiting. The relationship also benefits Pinterest by publicizing the site to the giant pool of loyal Target customers who may have never heard of or used Pinterest before. Assuming this collaboration is successful, and it is easy to assume it will be, companies should definitely implement the idea of strategically straying away from the norm to reach a broad target audience through social media.
What do you think of the Target/Pinterest collaboration?