OBJECTIVE
Bringing a refreshed seasonal savings event to life on TikTok
As Target introduced Circle Deal Days, a refreshed take on its seasonal savings event designed to focus excitement on limited-time offers, the retailer partnered with TikTok to maximize awareness ahead of each sale and drive engagement, traffic, and sales throughout the promotional window.
Rather than approaching each event as a standalone campaign, Target and TikTok built on learnings from one sale to the next by introducing new advertising solutions, expanding creative experiences, and strengthening the full-funnel media strategy. Together, the partnership sought to establish Circle Deal Days as a destination shopping moment on TikTok, guiding consumers from discovery to purchase through connected, immersive experiences.
SOLUTION
Building a connected full-funnel strategy
Target partnered with TikTok across consecutive Circle Deal Days events to develop an integrated full-funnel strategy that grew with each activation. Each campaign introduced new advertising experiences while building on tactics that had already proven successful.
The March campaign established the foundation by combining TopView, Product Highlights, and In-Feed Ads to build awareness and drive consideration ahead of the sale. To create a dedicated destination for discovery, Target launched its first-ever Branded Search Hub, allowing shoppers to browse featured deals, explore curated content, and stay engaged before and throughout the event. Target also became the first advertiser globally to launch a Branded Search Hub Easter Egg, transforming search into an interactive brand experience while reinforcing Circle Deal Days as a must-shop retail moment.
Building on this momentum, the June campaign introduced TopReach as a new cornerstone of the awareness strategy, significantly expanding incremental reach while continuing to leverage TopView, Product Highlights, and an updated Branded Search Hub featuring refreshed creative, featured products, and promotional messaging. Throughout both events, In-Feed Ads supported reach, traffic, and conversion objectives, while Smart+ Catalog Ads strengthened lower-funnel performance by connecting product discovery directly to shopping intent.
Target also expanded its creative strategy by leveraging a Creator-Led Package, pairing Target-produced assets with authentic creators whose content reflected how TikTok communities naturally discover and share products. This increased the volume of native creative across paid and organic touchpoints, driving authenticity while improving campaign efficiency.
Together, these solutions demonstrated how premium reach, immersive discovery experiences, creator partnerships, and performance media can work together to build awareness before a retail event and convert shoppers throughout the sale.
RESULTS
Turning innovation into measurable business growth
Across consecutive Circle Deal Days events, Target translated advertising innovation into stronger business outcomes, generating over 700 million impressions and 11 million clicks across the two campaigns. Premium reach solutions, immersive shopping experiences, creator-led storytelling, and optimized lower-funnel media combined to drive measurable improvements across awareness, engagement, and conversion.
The June campaign became Target's largest and most impactful Circle Deal Days activation on TikTok, with TopReach reaching a record 68.3 million unique users in a single day and delivering 36.5 million incremental users compared with the previous awareness strategy. Increased investment in lower-funnel media contributed to an 8x improvement in Omni Conversion Lift compared with the previous sale, while Creator-Led Package creative delivered 2x higher blended ROAS and an 11% higher CTR than non-creator assets.
Across both sales, the partnership demonstrated how introducing new advertising solutions while optimizing proven strategies can transform a seasonal promotional event into a scalable retail moment that delivers results across the entire customer journey.
"What’s exciting about our partnership with TikTok is how we’ve been able to keep learning and evolving how we show up for Circle Deal Days. We’re finding new ways to bring discovery and inspiration closer to the shopping experience, while testing what works and applying those learnings to what we do next. Ultimately, it’s about showing up in new ways that feel relevant to our guests and drive meaningful results for Target."
This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.