MarketingPolitics & AdvocacyMoveOn Blasts Target in Online Ads

MoveOn Blasts Target in Online Ads

The group has made corporate influence on government a key cause this year, and is using Target to drum up petition signups.

“Why is Target trying to buy elections?” That question is being asked in online ads from the political arm of left-leaning advocacy group MoveOn.org. The group has made corporate influence on government a key cause this year, and the hope is that the nationwide discount retailer can serve as a symbol of that corporate influence. A secondary but no less important goal for MoveOn is to build its list of supporters through a petition linked to in the ads.

At issue is Target’s $150,000 donation to MN Forward, a Minnesota-based group that, according to its website, funds candidates who support “tax reform, spending reform, and ensuring our children receive a world-class education.” Through MN Forward’s funding and endorsement of Republican Tom Emmer, the GOP candidate for Minnesota Governor, MoveOn argues Target has in effect donated to an anti-gay marriage candidate. Emmer’s site states, “As a legislator, I have consistently supported the constitutional marriage amendment that protects traditional marriage.”

target1The MoveOn petition proclaims, “I won’t shop at Target until it stops spending money on elections. Companies like Target should stay out of elections, period.” MoveOn claims the petition has been signed by over 250,000 people.

The organization launched the anti-Target ads early last week, according to Daniel Mintz, MoveOn.org’s campaign director.

“The fundamental problem is actually not about [Emmer’s] platform, but rather about the fact that Target can spend $150,000 influencing elections,” said Mintz.

Despite the true focus of the campaign – corporate influence – Target serves as a recognizable brand on which MoveOn can hinge its cause. The campaign’s display ad creative takes advantage of this in its use of red and white, Target’s signature colors.

“Is the Target brand ready for politics?” inquires another MoveOn ad. Said Mintz, “We’re trying to send a message, a warning…that corporations who do this are going to make themselves targets.” The intention, he added, is to “remind Target and other corporations that rely on brand loyalty…that when they meddle in the political process, there will be real consequences for their brand.”

MoveOn is running Google display and search ads along with Facebook ads in conjunction with the anti-Target campaign. Many of the Google ads are targeted to zip code-based searches for Target stores. The company is also aiming Facebook ads at people listing Target as their employer in their profiles.

MoveOn also sent an e-mail to supporters recently suggesting, “Target just gave a huge contribution to a anti-gay, anti-immigrant, anti-progressive candidate for governor in Minnesota. Will you send a message to Target CEO Gregg Steinhafel that you won’t shop at Target unless they stop trying to buy elections?” A link drove people to the petition. According to Mintz, MoveOn has also encouraged supporters to put pressure on Target by posting negative comments about the company on Target’s Facebook page or elsewhere online.

“We’ve been encouraging our members…to let Target know how displeased they are,” said Mintz. The organization also promoted protests held August 6 outside 1,100 Target stores.

In response to comments or questions about its political contributions posed to Target through Twitter, the company has pointed people to its guest relations department, and linked to an August 5 letter from its CEO explaining the donation and apologizing for affecting its employees “in a way I did not anticipate.”

MoveOn will continue running the ads, at least until Target reneges on the contribution in question, or makes a bolder move displaying a turnaround in its policy on political donations, suggested Mintz.

Digitalpolcamps101-footerFollow ClickZPolitics on Twitter at @ClickZPolitics

Download ClickZ’s free
Digital Political Campaigns 101
resource today!

 

Related Articles

Intro guide: Are you using the right marketing automation platform?

Marketing Automation Intro guide: Are you using the right marketing automation platform?

2w Jonathan Brown
Four tips to make the most of marketing attribution

Data-Driven Marketing Four tips to make the most of marketing attribution

4m Tereza Litsa
The rise of marketing attribution and the benefits for marketers

Data-Driven Marketing The rise of marketing attribution and the benefits for marketers

7m Tereza Litsa
The three reasons CPG brands can't ignore ecommerce

CPG The three reasons CPG brands can't ignore ecommerce

9m Al Roberts
How financial services CMOs should approach regulation

Digital Transformation How financial services CMOs should approach regulation

10m Al Roberts
How are traditional banks competing for customers in a digitally disrupted industry?

Finance How are traditional banks competing for customers in a digitally disrupted industry?

11m Al Roberts
5 cross-platform automation tools to improve your team's efficiency

Collaboration 5 cross-platform automation tools to improve your team's efficiency

11m Tereza Litsa
Why banks are becoming customer-centric organizations

Analyzing Customer Data Why banks are becoming customer-centric organizations

11m Al Roberts