Target Enlists Students For Back-To-School Campaign

With the back-to-school shopping season in full swing for many across the U.S., Target has enlisted students to oversee its marketing campaign focused on kids returning to the classroom.

In a post on Target’s corporate blog, Jeff Jones, chief marketing officer, said the retailer was inspired to work more closely with kids following the positive impact youngsters had on developing its Cat & Jack apparel line and Pillowfort home décor collection.

“Now, we're taking things a step further, allowing kids to put their mark on Target’s community giving and marketing campaign for the back-to-school season,” he said. “Both are not only inspired by kids, but completely created by kids.”

The effort to get kids more involved with Target is seen in the retailer’s back-to-school television marketing campaign. Kids were in charge of production, set creation and writing the stories to be featured in the commercials. 

In addition, Target is partnering with DonorsChoose.org, a leading platform for education-related crowd-sourced funding. The retailer is funding up to $5 million of kid-proposed wellness-focused projects in schools throughout the country. The submission process will begin on August 1.