Target was testing a “paperless” weekly ad; within the digital experience were highly inspirational, curated product stories meant to drive conversion.

Writing for this (millennial) audience needed to be conversational. Concise. Punchy. And flawlessly on-brand.

Users visiting the experience were well into the purchase funnel; copy was intended to quickly convey product benefits. Technical considerations were limited character counts and tight space constraints.

Below is a sampling of writing from the home decor and cold & flu product stories.