Crispin and Target: Pets of Tarjay

PROBLEM

Target, a leading retail brand, had established a strong presence across various social media platforms. However, over time, its social channels had evolved into a broad content hub, lacking a clear strategic focus. Instead of serving as a driver for innovation and growth, the platforms became cluttered with diverse content that diluted Target’s brand message and engagement potential. Target needed to redefine its social media strategy to transform its channels from a content catch-all into a focused, growth-oriented asset. 

SOLUTION 

Crispin transformed Target’s social strategy by blending connection and commerce, using entertainment to drive engagement and sales. Instead of chasing trends, they reimagined product storytelling in a culturally relevant way. A standout example of this new strategy is Pets of Tarjay, a reality TV-inspired campaign that humanized pets and showcased products through the eyes of pets, seamlessly integrating products into engaging content.  

RESULTS

This strategic approach boosted Target’s social relevance and expanded its reach. The socially disruptive idea that taps into very real cultural trends, Pets of Tarjay was the brand’s first reality-inspired social series, and one of the most talked about social campaigns with 22 million organic views on social owned channels.  ​The humor and wholesomeness attracted viewers to the content, sharing love not only for the campaign, but also intent to purchase specific featured products.  

About Crispin: Crispin is a full-service agency that taps into social and cultural conversation to drive business on behalf of brands.