Pandemic-era demand pushed Shipt, Target's wholly owned same-day delivery service, toward an overwhelmingly lower-funnel media mix. As usage declined and competition intensified, performance media alone could no longer carry growth. The brand needed a stronger reason to be chosen and a disciplined case for investing higher in the funnel.
We used Shipt's marketing mix model and a proprietary awareness-ramp model to map short-term risk against long-term upside. That proof gave the team confidence to rebalance a $65 million budget over eight months, tightening performance investment while launching a new brand anthem in premium, culturally aligned environments. An exclusive Warner Bros. sponsorship tied to Barbie showed how brand, creative, and media work harder together to drive growth and win more share.
RESULTS:
CAMPAIGN IMAGES
EXCLUSIVE BARBIE MOVIE PREROLL
SOCIAL MEDIA Video
DIGITAL
