$1\mathrm{.}6$ points

The Target Everyday Collection is an example of an Integrated Marketing Communications campaign that leveraged Paid, Owned, and Earned Media. How did Target maximize the power of Earned Media, specifically?

Target prioritized the importance of coupons in the Everyday Collection campaign because they reinforced its brand promise of "Expect More, Pay Less" among value$-$minded shoppers.

Target enlisted a collection of high$-$profile journalists, celebrities, and public figures to serve as paid spokespersons for this campaign, amplifying awareness.

Target positioned its website as a central hub for this campaign to maximize traffic and brand affinity with fashionforward consumers.

Target developed a compelling campaign idea, grounded in consumer insights, and brought it to life in a stunning, signature style that no other retailer could replicate, sparking natural buzz in the social media space and beyond.

Target invested heavily in a broad mix of digital and print media to earn the trust of savvy, upscale millennial consumers.