How Did Brit + Co Transition from Media to Merchandise with Target?

TL;DR

Brit + Co successfully transitioned from a media partner to a merchandising partner with Target, leveraging their established audience that favored Target as a retailer. With a rich history in commerce, they offered unique products alongside free class certificates, effectively integrating content and merchandise to attract and engage young consumers.

Transcript

the interesting main thing with Targa's they were a media partner before they were a merchandising partner so they already knew that we performed well for them we reached an audience that they coveted and this you know the young lad vertov's with you made advertiser that correct so the merchandising team though is very separate and it was a convers... Read More

Key Insights

• 🇨🇨 Brit + Co started as a media partner before becoming a merchandising partner with Target.
• 🪘 They have a long history in commerce, manufacturing and selling products themselves, as well as curating and selling products from makers on their site.
• 💄 Brit + Co's audience strongly identifies Target as their favorite retailer, making the partnership a great fit.

Questions & Answers

Q: How did Brit + Co's partnership with Target come about?

Brit + Co started as a media partner for Target and later became a merchandising partner because they already knew that Brit + Co performed well for them and reached a coveted audience.

Q: Did Brit + Co have a history in commerce before partnering with Target?

Yes, Brit + Co had a history in commerce, manufacturing and selling their own products, as well as curating and selling products from makers on their site.

Q: Why did Brit + Co choose Target as their partner?

Target was a great fit for Brit + Co because their audience survey showed that 68% of Brit + Co's audience named Target as their favorite retailer. The middle-class, middle American woman that Brit + Co and Pinterest reach also resonates with Target's audience.

Q: How does Brit + Co drive their audience from retail stores back to their online platform?

Brit + Co embeds gift certificates for free classes into every Target product, encouraging customers to visit their online platform. Target stores also act as billboards for Brit + Co.

Summary & Key Takeaways

• Brit + Co, a media and merchandising company, became a media partner for Target before transitioning into a merchandising partnership.

• They have a history of manufacturing and selling products, including do-it-yourself kits and craft supplies.

• Brit + Co reaches a young consumer audience, resonating with Target's middle-class, middle American woman audience.