Target has kicked off a new marketing campaign to promote the latest line from influencer partner Tabitha Brown.
“The entire marketing campaign promotes positive wellbeing and joy through Tabitha’s vibrant style and inspirational voice,” a Target spokesperson told Brand Innovators. “She played an instrumental role in the campaign concept and how it came to life, including helping cast the campaign and using her expertise as a content creator to create a meaningful and intimate connection with Target guests. Tabitha Brown for Target is an inclusive celebration of joy designed to give all Target guests the nourishment and encouragement to shine their own way.”
One of TikTok’s top 10 creators of 2020 and known as “America’s Mom,” Brown has been an official influencer for Target for the past two years and has an ongoing deal with the brand to create four limited-time-only collections that will launch over the next year.
Brown’s audience includes around 5 million followers across social channels. In addition to TikTok, she also stars in a YouTube original kids show, has a recurring role on Showtime’s “The Chi” and co-owns a vegan restaurant and wrote the 2021 book Feeding the Soul.
The summer collection, which hits stores June 11, span categories and include: apparel, swim, home and office, food and kitchenware and entertaining. With more than 75 items in the collection, most will cost under $30. The brand has created the hashtag #TargetTabCollab to promote the collection on social channels.
This partnership is part of the brand’s ongoing efforts to support Black-owned businesses and partner with Black creators and designers, as part of the retailer’s Racial Equity Action and Change (REACH) commitment.
