Pandemic‑era demand pushed Shipt, Target’s wholly‑owned same‑day delivery service, into an overwhelmingly lower‑funnel media mix. As usage declined and competition surged, the brand faced a critical challenge: performance could no longer carry growth, and consumers needed a stronger reason to choose Shipt.
We applied discipline and foresight to evolve the mix. Using Shipt’s MMM and a proprietary awareness‑ramp model, we mapped short‑term risk and long‑term upside, enabling a confident shift from performance dependence to brand building. Over eight months, we rebalanced a $65MM budget — tightening performance investment while launching a new brand anthem across premium, culturally aligned environments. Strategic partnerships, including an exclusive Warner Bros. sponsorship tied to Barbie, allowed brand and creative to over‑deliver together.
RESULTS:
CAMPAIGN IMAGES
EXCLUSIVE BARBIE MOVIE PREROLL
SOCIAL MEDIA Video
DIGITAL
