Target ups social spending 30%

Target (NYSE:TGT) has taken to social in a big way this holiday season. The channel now makes up 12 percent of its total paid media spending while ad spending overall has risen 30 percent from last year.

The retailer is strategically using social media sites including Facebook, Instagram and Snapchat to engage shoppers.

"Holiday this year represents Target's most ambitious social spend for a single campaign," said Colleen McDuffe, senior director of social media at Target told AdWeek. "For the first time, Target will be leveraging Snapchat to engage our guests during the holidays."

Target is adding a Thanksgiving-themed filter for Snapchat users this week and beginning Dec. 1, it will release a new holiday-themed design every day leading up to Christmas.

There will also be a push on Facebook to promote activity packs for families along with a corresponding ad campaign with mobile ads.

Target isn't just going to social media sites, it also has been exploring ways to better incorporate social content into its own website and stores. The newly redesigned Awesome Shop pulls popular content from Pinterest into a single microsite, allowing shoppers to see trending items and make purchases. There's also an effort to bring pinned content from Pinterest into stores.

For more:
-See this AdWeek article

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