Target + Apple: Back to College Campaign

In a competitive landscape for back-to-college shopping, Target partnered with Apple through Roundel Media to create a campaign that successfully captivated consumers and drove shopping interest. Designed to resonate with college students and their families, the campaign effectively highlighted Apple products available at a discount exclusively through Target’s loyalty program, Target Circle.

The campaign featured storytelling elements that highlighted how Apple products could support students in their college journeys, enhancing everyday moments from studying to socializing. Target used nostalgic, emotional messaging to keep viewers engaged and help them understand the key takeaways.

The campaign achieved impressive results:

• 190 million total impressions showcased the campaign’s strong reach

• The storytelling approach yielded positive emotional responses, reinforcing a favorable association with Target and increasing shopping intent

• Shopping interest exceeded benchmarks, with a notable number of viewers expressing an interest in signing up for the Target Circle loyalty program

• Overall, the campaign generated over $26 million in attributed Apple sales, and achieved a ROAS of $75.17