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Celebrating Black life, in real life.
Multicultural Audience Work, Target
Black Beyond Measure
Celebrating Black life, in real life.
Target’s year-round marketing and storytelling platform, and digital shopping hub, designed to uplift and amplify the Black community. The first always-on, Black-focused platform from an S&P 50 consumer goods retailer. Promoted Black-owned brands and products across categories, from beauty and home to food and apparel. Included annual campaigns like Black History Month, HBCU Homecoming season, and Juneteenth. 10+ unique SAUCE services provided.
Sauce Services
Target
Story Frameworks Discovery, Insights & Research Executive Vision Consultation Logo & Identity Website Design Specialty Printing
Out-of-Home Advertising End-to-End Production Experiential Activations Omnichannel Campaigns Delivery & Distribution Support
Black Beyond Measure
What’s trending in the Black community explodes in popularity for the general population. And now, more than ever, Black consumers crave opportunities to directly support their own—from the places they shop and communities they invest in, to the Black entrepreneurs and business owners they amplify with their purchases.
While many retail giants pooled their audiences into one homogenized group, Target saw a special opportunity to celebrate this invaluable guest segment, opening the door for large-scale multicultural creative to shine far and bright.
Black Beyond Measure
The Solution
A start-from-scratch audience strategy, visual identity, and content plan that would deeply resonate with Black audiences throughout the full calendar year.
Black Beyond Measure
The SAUCE Difference
A new Target brand voice catered to Black storytelling and cultural — Infusing language, community values, and nuance for a deep and authentic connection. An in-depth strategic and marketing roadmap for all of Target’s future multicultural platforms — rioritizing connection, opportunity, and community success for guests and team members. A deeply inclusive partnership model designed for maximum authenticity and opportunity — we’re talking Black working teams, Black talent, Black directors and production staff, and more. A compelling content calendar for “always-on” Black guest engagement — helping Target increase both awareness and sales of Black-owned brands on their shelves.
How We’ve Helped Them Shine
BBM was one of 5 top marketing campaigns in Target’s history, paving the way for future Black audience platforms from retailers like Walmart, JCPenney’s, and Kohls.
$19.4M increase in seasonal quarters sales during Black History Month (2022)
55% increase in Target’s Black guest demographic by year two of the program
Target’s Brand linkage improved over 40% in two years
Next Project
Celebrating Black life, in real life.
Multicultural Audience Work, Target
Black Beyond Measure
Celebrating Black life, in real life.
Target’s year-round marketing and storytelling platform, and digital shopping hub, designed to uplift and amplify the Black community. The first always-on, Black-focused platform from an S&P 50 consumer goods retailer. Promoted Black-owned brands and products across categories, from beauty and home to food and apparel. Included annual campaigns like Black History Month, HBCU Homecoming season, and Juneteenth. 10+ unique SAUCE services provided.
Sauce Services
Target
Story Frameworks Discovery, Insights & Research Executive Vision Consultation Logo & Identity Website Design Specialty Printing
Out-of-Home Advertising End-to-End Production Experiential Activations Omnichannel Campaigns Delivery & Distribution Support
Black Beyond Measure
What’s trending in the Black community explodes in popularity for the general population. And now, more than ever, Black consumers crave opportunities to directly support their own—from the places they shop and communities they invest in, to the Black entrepreneurs and business owners they amplify with their purchases.
While many retail giants pooled their audiences into one homogenized group, Target saw a special opportunity to celebrate this invaluable guest segment, opening the door for large-scale multicultural creative to shine far and bright.
Black Beyond Measure
The Solution
A start-from-scratch audience strategy, visual identity, and content plan that would deeply resonate with Black audiences throughout the full calendar year.
Black Beyond Measure
The SAUCE Difference
A new Target brand voice catered to Black storytelling and cultural — Infusing language, community values, and nuance for a deep and authentic connection. An in-depth strategic and marketing roadmap for all of Target’s future multicultural platforms — rioritizing connection, opportunity, and community success for guests and team members. A deeply inclusive partnership model designed for maximum authenticity and opportunity — we’re talking Black working teams, Black talent, Black directors and production staff, and more. A compelling content calendar for “always-on” Black guest engagement — helping Target increase both awareness and sales of Black-owned brands on their shelves.
How We’ve Helped Them Shine
BBM was one of 5 top marketing campaigns in Target’s history, paving the way for future Black audience platforms from retailers like Walmart, JCPenney’s, and Kohls.
$19.4M increase in seasonal quarters sales during Black History Month (2022)
55% increase in Target’s Black guest demographic by year two of the program
Target’s Brand linkage improved over 40% in two years
Next Project
Celebrating Black life, in real life.
Multicultural Audience Work, Target
Black Beyond Measure
Celebrating Black life, in real life.
Target’s year-round marketing and storytelling platform, and digital shopping hub, designed to uplift and amplify the Black community. The first always-on, Black-focused platform from an S&P 50 consumer goods retailer. Promoted Black-owned brands and products across categories, from beauty and home to food and apparel. Included annual campaigns like Black History Month, HBCU Homecoming season, and Juneteenth. 10+ unique SAUCE services provided.
Sauce Services
Target
Story Frameworks Discovery, Insights & Research Executive Vision Consultation Logo & Identity Website Design Specialty Printing
Out-of-Home Advertising End-to-End Production Experiential Activations Omnichannel Campaigns Delivery & Distribution Support
Black Beyond Measure
What’s trending in the Black community explodes in popularity for the general population. And now, more than ever, Black consumers crave opportunities to directly support their own—from the places they shop and communities they invest in, to the Black entrepreneurs and business owners they amplify with their purchases.
While many retail giants pooled their audiences into one homogenized group, Target saw a special opportunity to celebrate this invaluable guest segment, opening the door for large-scale multicultural creative to shine far and bright.
Black Beyond Measure
The Solution
A start-from-scratch audience strategy, visual identity, and content plan that would deeply resonate with Black audiences throughout the full calendar year.
Black Beyond Measure
The SAUCE Difference
A new Target brand voice catered to Black storytelling and cultural — Infusing language, community values, and nuance for a deep and authentic connection. An in-depth strategic and marketing roadmap for all of Target’s future multicultural platforms — rioritizing connection, opportunity, and community success for guests and team members. A deeply inclusive partnership model designed for maximum authenticity and opportunity — we’re talking Black working teams, Black talent, Black directors and production staff, and more. A compelling content calendar for “always-on” Black guest engagement — helping Target increase both awareness and sales of Black-owned brands on their shelves.
How We’ve Helped Them Shine
BBM was one of 5 top marketing campaigns in Target’s history, paving the way for future Black audience platforms from retailers like Walmart, JCPenney’s, and Kohls.
$19.4M increase in seasonal quarters sales during Black History Month (2022)
55% increase in Target’s Black guest demographic by year two of the program
Target’s Brand linkage improved over 40% in two years