Case Study: Target achieves higher shopping intent and increased brand love with Twitter

how Target positively influences shopping intent with engagement

Target, the retail giant known for proactive customer service on Twitter, wanted to measure how its public interactions affect brand perception among people who see those exchanges but aren’t directly involved. The challenge was to quantify whether visible, helpful engagement on Twitter influences loyalty, shopping intent and use of Target for service across a broader audience.

Twitter and Target ran a two-phase research program (a Twitter Insiders survey of Target shoppers and a Nielsen Brand Study) and tested a mix of organic replies plus Promoted Tweets. The combination amplified authentic interactions, creating emotional attachment and reaching less frequent shoppers—results showed viewers were 69% more likely to shop with interactive brands, 58% more loyal to @Target, 62% more likely to use @Target for service, and an 11% lift in “brand love” per Nielsen.

Target