Back to school marketing is starting in full force, and Target is relying heavily on digital to reach college students, in more ways than one. The retailer has launched a campaign employing major YouTube stars, like Tiffany Garcia and Mikey Bolts, to sell apparel, electronics, and furnishings, featuring them in four YouTube shows that make over dorm rooms and offer decorating tips. The video series lives online so that Target can “be part of the ongoing conversation” and “go where the [M]illennial generation is.” (NYTimes)
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