Target + Apple: Back to College

As Creative Director, I led the Target Creative team in a strategic partnership with Apple and Roundel Media to develop a standout back-to-college campaign in a highly competitive retail season. Our goal was to connect with college students and their families by highlighting the value of Apple products available through exclusive Target Circle discounts. Through emotional, nostalgic storytelling, we brought to life how the Apple iPad can enhance students’ everyday college experiences – from studying to socializing. Our creative approach was designed to spark genuine emotional engagement while driving clear, actionable takeaways.

Results included:

• 190M total impressions, demonstrating exceptional campaign reach

• Positive emotional response and increased brand favorability for Target

• Above-benchmark shopping intent, with strong interest in joining Target Circle

• $26M+ in attributed Apple sales and a ROAS of $75.17