Target embraces pet influencer culture to better connect with customers

Target is launching a new line of pet products called The Cuddle Collab, featuring items designed in collaboration with social media pet influencers. This marks a shift in Target’s marketing strategy, as they tap into the growing creator economy to reach pet owners.

Target taps into the creator economy to reach its 70% of pet-owning customers

The Cuddle Collab collection includes over 180 items, ranging from pet essentials like beds and bowls to matching accessories for pets and their human companions. Prices start at $3. The collection is inspired by six social media pet influencers, or “fur-fluencers,” with millions of followers on platforms like Instagram. These influencers include therapy pups, “modern” cats, a food-focused dog, fashion-forward pups, and a cat known for promoting self-care.

“We know shoppers turn to Target to help them care for their families, and for millions of people — including 70% of Target guests — pets are family,” said Jill Sando, executive vice president and chief merchandising officer of apparel & accessories, home and hardlines. “The Cuddle Collab is all about celebrating our pets, and it’s a fun way to extend our design expertise to the entire family — pets and the people who love them.”

Reality TV-style social content

Target is also creating a five-part social media series called “The Pets of Tarjay” to promote The Cuddle Collab. The series will be filmed from the pets’ point of view and will feature humorous situations that pet owners can relate to. Additionally, Target will be running a national advertising campaign featuring Bullseye, Target’s mascot dog, and other furry friends taking over a Target store for a night of shopping and fun. Target’s internal creative team is behind the campaign that puts viewers in the point-of-view of their pets.

The Cuddle Collab collection launches September 21st and will be available in Target stores and online while supplies last. Shoppers can browse the lookbook now on Target.com or via the Target app.