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Target tweets personalized messages, showing appreciation for loyal customers

Target

Target sends Valentines to Twitter users

Target is showing its appreciation for loyal followers by getting ultra personal on Twitter with individual love notes, an attention-grabbing campaign capitalizing on the pull of creativity. 

Twitter users who post about their love for Target during the week leading up to Valentine’s Day will receive digital valentines created especially for them by the retailer. The campaign is adding a very big personal touch through a strategy users are not yet used to, surprising them in a positive manner and creating a lasting impression in their mind to seal a favorable bond. 

"At Target, we are always looking to engage our guests in fun and unique ways that feel meaningful to them," said Angie Thompson, spokeswoman at Target. "Our guests said 'I love you Target' 1.4 million times last year on social media. 

"So, this Valentine’s Day, we wanted to reciprocate that love on Twitter with #TargetLoveNotes," she said. "We are creating virtual Valentines in response to our guests’ tweets, personalized just for them, with a Target wink. 

"Guests can participate by tweeting @Target with their own #TargetLoveNote through Feb. 13."

Tweeting love notes
Fans of Target who tweet about their love of the retailer or positive experiences are receiving reply posts made especially for them. 


For instance, one customer with the username @HelloGreedo shared a post about finding a new Star Wars shirt during every Target run. Target responded with a wide range of references to the films and included the user’s Twitter handle as well, with a tweet reading “we heard you made your #TargetRun in less than 12 parsecs,” and an image of a love note that says “@HelloGreedo, we are so glad you are here we hate going Solo on Valentine’s Day.” 

The image also included a lightsaber bent in the shape of a heart with “I know” written in the middle. Each post from Twitter includes the hashtag #TargetLoveNotes in an attempt to expand the reach of the campaign. 



The @HelloGreedo account is a popular YouTube channel regarding all things Star Wars with more than 140,00 subscribers and 6,000 Twitter followers. Target is reaching out to users and brands with large followings to get the campaign rolling, with love notes to other big names such as yogurt brand Chobani, well-known author Nicholas Sparks, publication Who What Wear and marshmallow candy brand Peeps. 

Personalized social ads
Similarly, TBS paired binge watching with social media for the Angie Tribeca series premiere, with an interactive, personalized social media push driving interest in the opportunity to watch all of the episodes over the course of a day (see more). 

Warner Bros. also embraced personalization in a campaign delivering mobile videos created for specific opted-in users that hype the release of the studio's new film The 33 (see more).

"We are thrilled at the response we have seen since launching #TargetLoveNotes on Monday," Ms. Thompson said. "Our guests have appreciated the personalized touches we have incorporated into each of our handmade Valentines and we are seeing even more people use the hashtag to get their own love notes."

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Brielle Jaekel is staff writer on Mobile Marketer and Mobile Commerce Daily, New York. Reach her at brielle@mobilemarketer.com.

 
Related content: Messaging, mobile marketing, target, personalization, messaging, twitter, valentines day, social media marketing

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