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Target Crafts Hashtag and Pinterest-Heavy Holiday Campaign

  |  November 13, 2013   |  Comments

The brand is encouraging fans to use the hashtag #MyKindofHoliday to talk about traditions and to access Pinterest content for easy party ideas.

This holiday season, Target is turning to hashtags and Pinterest with emphasis on traditions and making celebrations easy.

Starting in November, Target is encouraging fans to use the hashtag #MyKindofHoliday on Facebook and Twitter to weigh in on questions like when they know the season is here, as well as what ideas are inspiring their best holiday ever.

In a blog post, Target says #MyKindofHoliday is "about encouraging people to share the special traditions (big and small) that they celebrate this wonderful time of year."

In addition, the post promises "fun planned social engagement activities designed to engage guests throughout the campaign, such as weekly Instagram challenges, how-to photos and videos to inspire creative gift giving, and last minute shopping tips on Twitter."

What's more, Target is partnering with event planner David Stark "to offer guests a first-of-its-kind party planning resource on Pinterest called Best.Party.Ever."

In a YouTube video with about 310 views as of November 12, Stark says Best.Party.Ever includes a series of images, inspirations, ideas, recipes and playlists that give fans everything they need for an amazing holiday.

The Pinterest page will launch in mid-November and, according to Target, this "complementary offering [helps] guests bring their dream holiday party to life, without feeling overwhelmed."

Stark's Pinterest board will showcase four "inspiring themes" with everything necessary to "pull off your Best.Party.Ever," Target says.

In addition, Target fans will have a chance to have Stark and his team curate personalized Pinterest boards based on their "individual needs and aesthetic."

The brand's Holiday Catalog Pinterest boards will include shoppable catalog spreads and links to videos with tips and ideas. Plus, top-pinned items will be featured in Target stores and on Target.com, the brand says.

Pinterest even gets a nod in a TV spot with 16,000 views on YouTube as of November 12.

Target says its 2013 holiday campaign is "designed to inspire and celebrate the traditions -- big and small -- that are part of today's holiday season."

A Target representative was not available for comment.

However, in a prepared statement, Jeff Jones, chief marketing officer and executive vice president of Target, said, "‘My Kind of Holiday' was inspired by guests' stories about holiday traditions and the unique and personal ways they celebrate throughout the season. This campaign will inspire people with products and ideas, compel them with unbeatable prices and enable them to shop Target through the most digitally-enabled effort in our history."

Target has 22.3 million likes and 938,000 followers.

The Minneapolis-based company has 1,888 stores in the U.S. and Canada.

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ABOUT THE AUTHOR

Lisa Lacy

In addition to ClickZ and Search Engine Watch, Lisa's work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

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