Target x Essence

Experiential / Influencer Integration / Media / Custom Content

ESSENCE Festival of Culture has been the center of Black excellence, where millions have gathered around impactful conversations, immersive experiences, and iconic performances from luminaries in Black culture for more than 30 years.

In 2023, ESSENCE and Target ushered in the second year of their three-year partnership, with the Festival of Culture serving as its cornerstone. Over the course of the partnership, Target engaged the ESSENCE audience by celebrating Black joy, entrepreneurship, creativity, and style.

Through a range of onsite activations at tentpole events, including the ESSENCE Holiday Special, along with branded content and influencer moments, Target was highlighted as a retail destination where Black women could discover everyday joy.

My Role - Integrated Marketing Lead

Editorial-Driven Content

The ESSENCE Thrival Guide social video series featured two influencers using Target products to show how to fully enjoy time with your sister circle or besties. The series demonstrated how thoughtful self-care and planning can make hosting a girls’ night in effortless, as well as shared beauty and fashion tips to turn heads on a girls’ night out. Together, the content highlighted day-to-night essentials, styling, and planning tips to ensure every moment is fun, stress-free, and memorable.

Influencer-Driven Content

ESSENCE and Target partnered with Instagram influencers to amplify the brand’s presence at the ESSENCE Festival of Culture and drive traffic to Target.com. Eight creators showcased Target products and highlighted Black-owned brands, inspiring consumers with what they could bring to New Orleans.

Digital, Social & Print Media

Target activated targeted display, video pre-roll, print ads, email newsletters and more to boost brand awareness and deliver core campaign messaging.