Students know Target is the go-to for trendy dorm essentials. So let’s focus on the parents— the unsung heroes of the back-to-college journey who are not just sending their kids off to college, they’re sending them into adulthood.

“Sending my kids off to college is scar and emotional. While I want to help and encourage them to build their own little world, I also struggle to let go.”

Validating Target parents BTC experience by highlighting P&G’s reliable solutions for everyday needs, helping students confidently navigate college life, easing parents’ worries and acknowledging their feelings of letting go.

Distinguishing Back To College at Target as the retail experience that actually gets not just young audiences but also the parents— making them seen, understood and most prepared.

The program strengthened Target basket economics while increasing P&G household penetration and loyalty during a critical seasonal moment.

YouTube, Pinterest, Meta, BMP, and Self-Serve Kiosks, surpassed awareness benchmarks, reaching 20.4MM+guests

+113% stronger return than legacy benchmarks

Bigger P&G Baskets +9% units / trip