By Sahil Patel
In an effort to reach millennials, many of whom will be focused on back-to-school shopping in a couple of weeks, Target is going where this generation watches content — YouTube.
The retailer will prominently feature a group of four YouTube stars as part of a multi-show online video campaign called “Best Year Ever,” centering on back-to-school shopping. Each member of the quartet — Todrick Hall, Ann Le, Tiffany Garcia, and Michael Balalis (Mikey Bolts) — will star in his or her own show that provide lucky guests with dorm-room makeovers.
Each star will be assisted by interior designer Veronica Valencia, and will provide makeover tips and recommendations using products sold at Target stores.
Spanning four episodes each, the shows will be available on Target’s YouTube channel, which has more than 26,000 subscribers (compared to the four YouTubers, who collectively reach more than 4.5 million subscribers). The campaign begins with Hall’s show, which runs this week.
Why is Target using YouTubers for a video campaign? The answer is pretty obvious and one that you’ve heard from any brand that embraces YouTube creators. “You have to go where the millennial generation is,” said Rick Gomez, SVP of brand and category marketing for Target, in an interview with The New York Times. “YouTube celebrities have a built-in fan base and get a ton of exposure.”
It’s not the first time Target has dipped into the YouTube well. Last year, the brand aired “Bullseye University,” a live-streaming program that featured five YouTube stars, including Chester See and Tessa Violet (meekakitty), living in Target-designed dorm rooms for 96 consecutive hours.
“Millennials are influenced by a lot of different sources, especially social platforms,” added Gomez in that same interview. “We’re going to those who have credibility on those channels, using them as thought leaders.”