Three billion – that’s how many media impressions the new “Make Me Like You” music video by Gwen Stefani and Target has generated since it was produced in real time during the 2016 Grammy Awards last month.
Part of Target’s #MoreMusic campaign, the collaboration aimed to both promote Stefani’s new album and boost brand awareness for the second-largest retailer in the U.S.
To achieve its objective, Target employed a number of smart media tactics that allowed its campaign to go viral. The company engaged fans by allowing them to get a unique view of the behind-the-scenes action during the live TV broadcast using Periscope, Snapchat and Facebook Live.
Target also hired two of the leading social media influencers, Meg DeAngelis and Todrick Hall, who shared their behind-the-scenes experience across social channels before, during and after the event.
Exclusive on-set access was given to Billboard, while Entertainment Weekly received access to phone and email interviews with Stefani, her record label, and Target’s executives. To ensure that its campaign would be included in the post-event Grammy coverage, Target’s communications team sent all the necessary materials, including the newly recorded music video and quotes from the artist to various media outlets.
Overall, this was a textbook execution of an effective media campaign. Target’s strategic approach and the masterful use of social media platforms allowed the company to greatly amplify its media footprint and secure coverage in dozens of national outlets, including People, Rolling Stone, Entertainment Weekly, Forbes, Time, Huffington Post and Billboard. As for Gwen Stefani’s new music video, it was right on Target.