TARGET

Role: UX Writer

The opportunity: Target was ready to reintroduce its Merona Fall Collection—a line known for timeless, versatile style. The challenge? Make a lasting impression in a crowded fashion landscape by bringing Merona’s iconic pieces to life digitally, while reinforcing the brand’s reputation for affordable, effortless fashion.

The solution: Launch a digitally native campaign that positioned Merona as both classic and current—and make style inspiration shoppable. We took an editorial-first approach, elevating product storytelling through immersive, interactive content. From styling tips to clickable lookbooks, every asset was designed to educate and inspire. Key pieces included:

• Elegant overlays and interaction design to help users explore layered looks

• Shoppable content experiences embedded with styling guidance

• A strategic media plan that seeded content across influential fashion and lifestyle blogs

• Thoughtful voice and tone throughout—this was also my first experience as a ghostwriter, creating blog-style content to authentically engage Target’s audience

The impact: The campaign seamlessly blended content and commerce—and the results showed it:

• Drove a 47% lift in digital engagement across owned and paid channels

• Increased time on site by 28%, indicating deeper user interaction

• Boosted sales of featured Merona pieces by 19% YoY during the campaign window

• Garnered over 100M impressions through a targeted blog and influencer seeding strategy

• Recognized internally as a benchmark for content + media integration at Target

Why it matters: This campaign was a turning point in how Target approached digital storytelling—proving that collaboration between creative, content, and media can amplify every channel.