OBJECTIVE: T.J. Maxx launched a campaign targeting busy holiday planners. "We know everyone doesn't have little elves helping them," said Sonya Cosentini, media relations supervisor at T.J. Maxx. "So we're trying to be that elf for you." The effort targets women 25 to 54, but "also that person doing everything for the holidays," she added, regardless of gender.
IDEA: On November 26, the retailer launched a media stunt featuring 100 holiday elves marching through New York City, led by Queer Eye for the Straight Guy's Carson Kressley and "Mrs. Claus." It concluded at the T.J. Maxx store, where elves distributed T-shirts, candy canes, and holiday gift guides. Events now move to Philadelphia, Chicago, and Boston. They will feature the elves and also include a glass truck filled with gift and decorating ideas, and gift guides containing game pieces worth up to $1,000 in gift cards.
TOOLS: The elves were placed in the audience at NBC's Today and CBS' The Early Show as part of an audience ambush strategy, said Cosentini. The effort also targeted TV stations, as well as entertainment and lifestyle titles. The retailer also issued a multimedia news release with b-roll footage from the march that will be uploaded on social media sites and distributed to bloggers and press.
MEASUREMENT: Success will be measured by sales and the number of game pieces redeemed in stores. T.J. Maxx will also track media impressions and campaign Web site traffic.