THE TASK
Target Recipes were being hosted on an unstable off-platform website. The site was the destination for social media mentions driven by the Target creative team.
The Target.com Site Merchandising team tasked Filament and Target Creative to come up with a low maintenence on-platform destination for recipes so that social content could continue driving to them. The goal was to drive customers to Target.com so they would be more likely to stay on the site and eventually purchase more items.
THE SOLUTION
Filament created a template for overall recipe copy, then implemented a workflow that made it easy to upload the recipes onto the site.
Recipe creators abided by that template, and past recipes were transferred into that format. In less than 1 month, over 40 recipes were moved to the new recipe platform.
THE RESULT
Target recipes successfully launched on Target.com before the holiday season. Drivers from Pinterest and Instagram directed browsers to the specific landing page of the recipe.
All recipes have the same clear layout and legal information, unlike the previous site.
Highlights:
- The new recipes see significantly more traffic than the old off-platform site, averaging 13k/week.
- Filament was recognized by Target Site Merchandising VP for our collaboration on this project.
