Target Fosters Brand Image Through Twitter

Target TweetNEW YORK–Target has successfully mastered how to promote positive feelings for its brand among customers through its promoted tweets.

“The retail brand has been a pioneer in interacting with Twitter users, consistently using the platform for customer service and customer engagement,” Twitter said in a marketing case study.

In an effort to measure the impact its Twitter interactions had on people witnessing them, Target commissioned a Brand Effect study by Nielsen late last year, which showed that by interacting and using promoted tweets, @Target was able to motivate lapsed and infrequent shoppers to consider shopping at Target more. It increased its “brand love” by 11 percent. The study also found that 69 percent of customers were more likely to shop with interactive brands and specifically 58 percent of customers were more loyal to Target with the company’s use of Twitter.

A Target spokesperson did not respond to an HFN query about its Twitter marketing strategy. “Promoted tweets that encourage users to respond and a brand that responds to these tweets create positive associations with the brand much more effectively than promotion alone,” according to Twitter. Target uses methods to grab customers’ attention such as interactive quizzes, colorful images and GIFS from popular movies such as Harry Potter and “Pulp Fiction” relating them to their products.

HFN Staff | News & Commentary

HFN provides detailed information on the key home classifications: Housewares, Tabletop, Floor Covering & Rugs, Furniture, Home Textiles, Lighting, Home Decor, Mattresses & Bedding, Gifts, Major Appliances and Consumer Electronics as well as Business, Finance and Retail.


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