The Brief:

While the Honest Company already had a longstanding relationship with Target, the assets used to train the in store teams on Honest Beauty needed a quarterly refresh with a more polished production quality. Additionally, the sales team requested a sales call strategy to help prioritize high growth potential stores. The goal was to create high brand impact through assets to help translate Honest to consumers at point of sale.

The Goods:

I collaborated with the in house team to produce scripts, storyboards, directing, coaching and editing for a series of hero campaign videos. Each video was a strategic blend of foundational knowledge and product training - programmed to work within the greater Target education calendar. For the sales strategy, a full one year sales call cycle was recommended with metrics from the in house analytics team to back the findings. Finally, leave behind assets for use during the call cycle were produced - see examples below.

The Result:

Not only was brand and product education for Honest Beauty a part of the ongoing conversation for Target but participation in every facet available was leveraged. I elevated production quality for digital education videos to mirror the overall brand creative and training content breadcrumbed a way-finding journey making products easy to reference for in-store teams. A new training report was instituted to accompany the newly streamlined brick & mortar quarterly visit schedule, and all that was left was for the field team to execute.