“FIRST EVER”

Creative Director: Loni Booker

Responsibilities: Directed the motion, still photography, social, digital art direction for Target.com and digital display. Created the seasonal style guide enterprise-wide.

With thoughtful leadership, I led an agency (30+ creatives) to develop a visually & strategically connected guest experience.

Omni-channel platforms: Broadcast, photography, organic/paid social, digital display, dotcom, and custom partnerships.

Performance:

• BBM was one of the top 5 most efficient marketing campaigns in 2022

• BHM 2022 made this the largest BHM program ever increasing sales by $19.4M from LY and  55% of Black shoppers were new Target BHM shoppers. 

• Reached lesser engaged guests, improved perceptions, delivered above channel benchmarks in digital video, & strengthened performance in social, especially in FB/IG and TikTok with relevant content that motivated guests to act.

• Brand linkage improved significantly in meeting benchmarks (69% LY vs. 46% ‘21),

SOCIAL