Objective:

• Generate earned media coverage that elevates Target's baby product portfolio including Cat & Jack newborn/infant/toddler apparel, Pillowfort and Yummy Spoonfuls

Strategy:

• Partnered with Univision host Barbara Bermudo to celebrate her daughter’s first birthday and highlight what new baby gear and essentials Sofia will need after the first year

Results:

• The moment generated 15 placements and 9.3 million media impressions
• The birthday party gathered six other TV hosts (i.e. Tony Dandrades, Ana Patricia Gámez, Adamari Lopez, among others)