Target introduced the world to their first capsule collection back in ‘03, breaking the internet again and again with the likes of beloved fashion designers Isaac Mizrahi, Missoni, and more. Ten years later, though, the retailer was reeling from the unexpectedly “epic flop” of its holiday capsule collection; every other mass retailer was pushing their own copy-cat collections; the media was questioning if these high/low collabs had met their end; and Target’s next collection–set to launch in February–was one with an exciting new designer who was nowhere near a household name.
Target couldn’t take any risks getting the marketing right for this one, calling in their 3 big-gun agency partners to each tackle TV, PR and Digital. Charged with the digital launch of Prabal Gurung for Target, we hacked Pinterest, creating a shoppable love story, just in time for Valentine’s Day.
Click on the video to see the project, or keep scrolling if you prefer to read about it.
We started by creating pins that paired photos one of the other agencies had taken with a love story we wrote out in Pinterest caption-sized sentences.
By posting these pins in reverse-sequential order, we were able to temporarily take over the feed of our 4.1M followers, pulling off what was then an unheard-of Pinterest hack.
Our audience could read the love story, and click on any of its pins to buy the look our leading lady was wearing in that part of the story.
This stunt amused our fashionista audience, and did its part to help the entire 80-piece collection sell-out, cross-country, in under two days, making it one of Target’s most successful design partnerships ever.