ACTIVATIONS, BLOGS & VIDEOS
TARGET | Online Reality Series/Partnership
While charged with developing partner programs for MLB Players Association, I read that TARGET was introducing a new in-store men’s grooming experience across 11 stores (with plans to update 80 more by year’s end)—and the major league makeover series, Groomed! was born.
America’s fascination with Major League marriages is nothing new. In fact, 1888 saw one of the Dodgers’ earliest incarnations renamed the Brooklyn Bridegrooms, because so many players were tying the knot! And our 6-part online series will catch all that our three pros do leading up to their “I Do’s.” Marrying their unique hair, skin, and shaving challenges with some of TARGET’s 600+ products, our grooming expert/host will toss out smart product info and tips that will give any fiancé, savvy, selective guy OR baseball fan a reason to watch.
Episodes Include: “Married to That Haircut?” which will feature the best products for your hair type; and ask if the cut you’ve had since grade school still cuts it. While “Gonna Give Her That Hand?” will showcase hand lotions, sanitizers, and how to put the “man” in manicure.
PROGRAM SNAPSHOT:
Player-Driven Messaging to the cast’s substantial social following will include shout-outs to featured products and TARGET’s entire men’s grooming in-store experience.
“Featured on Groomed!” in-store signage & shelf-talkers.
Sweepstakes promoted in-store, online, via pre-roll player video & across players’ social networks.
MLBPA THE PERFECT PARTNER AS TARGET UPS ITS MEN’S GROOMING GAME:
TARGET has a successful 20-year partnership with MLB
Celebrity endorsements continue to influence the male toiletries market
Women make up 50% of men’s grooming purchases & 50% of MLB Players’ social following
TARGET’s share of men’s grooming market expected to DOUBLE BY 2020
Brick-and-mortar accounts for 80% of men’s sales
29% of men have a skincare regimen
CAST:
Carlos Correa: After winning the 2017 World Series, the Astros shortstop popped the question to fiance—and 2016’s Miss Texas—Daniella Rodriguez.
Chance Sisco: In 2018, the Baltimore Orioles catcher proposed to fellow Corona, CA. native—and aspiring homicide detective—Jordan Mowatt.
Brock Stewart: “She said ‘yes!’... or something else... I’m not sure. It all happened so fast!!” says the LA Dodger about his proposal to fiancée, Christina Little.