Room Essentials is Target’s line of Modernist home furnishings. Its 2,000 SKUs cross 60 categories and account for over a billion dollars in revenue. But those sales were slowing among Millennials for three years running. Target asked us to recapture that enthusiasm by reinventing the brand.
Leveraging Collins Pinterest insight and the guest’s journey, we approached product photography not as imagery for packaging but as inspiring content that would feel authentic to, yet eye-catching on, Pinterest as well. That way, Millennials could see something on Pinterest, go to the store – and see that exact image on the shelf. In short, Collins recreated Pinterest in the real world and created a seamless content experience.