Deca

Target: Introduction

In February 2009, Target became the exclusive sponsor of Momversation. Momversation features a group of mom bloggers that engage their diverse, female audiences through discussions of women’s lifestyle, parenting and the community interest topics. As the exclusive sponsor, Target enjoyed a consistently branded presence across all of Momversation.com. This year-long campaign ended with extraordinary results and Target signed on for another year.

Target: Objective and Execution

Target partnered with Momversation to align its brand with content that is directly relevant to its core target market of females 25+ and moms. Target became the exclusive sponsor of Momversation in order to achieve consistent branding across the site and maximum exposure to viewers. The campaign aimed to reach Target’s core audience through banner ads, video pre-rolls and community give-away promotions. Additionally, Momversation bloggers promoted Target’s brand messages and giveaways through social media.

Target: Results

Target’s year-long exclusive sponsorship of Momversation met with impressive results:

• Almost 12 million Unique Visitors and 25 million visits to Momversation.com
• More than 35 million pageviews
• Almost 90 million display impressions
• More than 19 million video views of 154 Momversation videos
• Over 4,000 Twitter followers of Momversation
• Over 6,500 registered users on Momversation