Case Study: Target achieves a 3.3‑point lift in favourability and creates queer-affirming spaces with Instagram

Target - Customer Case Study

Target, a US general merchandise retailer with more than 1,900 stores, wanted to deepen engagement and build year‑round allyship with the LGBTQIA+ community by amplifying authentic voices and creating queer‑affirming, inclusive spaces beyond traditional Pride month activity.

Partnering with Meta, Target ran storytelling video ads across Instagram and Facebook and launched an interactive Instant Game ("Youth Pride, Your Vibe") that let users create avatars, share shoppable Pride merchandise, and celebrate together online. A June brand‑lift study found a 3.3‑point lift in favourability, a 3.6‑point lift in ad recall, 25,000 unique game players and 8 million people reached.

Target

Mehreen Hussain

Director, Inclusive Marketing