Target , the low cost retailer, bills itself with the tag line “Expect More, Pay Less.” Target is taking this concept one step further in their bid to be the number one social media branded value retailer in the country. Target’s latest social media campaign utilizes Facebook to crowdsource, build their brand, create cause marketing exposure, engage with their audience, and mold their public perception one facebook fan at a time. Here is how they are doing it:

Target’s “Bullseye Gives” Campaign on Facebook

Target, currently allocates 5% of their revenue to charities,  is going to give $3 million per week for next few weeks to charities chosen by their fans on Facebook. Here is how it works:

• Target’s Facebook fans vote for any of 10 charities to receive donations on the Target Facebook page
• Target tallies up the votes and allocates funds on a percentage basis. The example used by Mashable’s Adam Ostrow fits best “if 10 percent of users vote for Salvation Army, that organization will receive 10 percent of the total donations.”

Target’s 10 Charities

• Breast Cancer Research Foundation
• Operation Gratitude
• Feeding America
• Parent Teacher Association (PTA)
• Hands On Network
• Red Cross
• Kids in Need
• Salvation Army
• National Park Foundation
• St. Jude Children’s Research Hospital

Benefits of “Bullseye Gives”

• Cause Marketing: provides Target with great perception as humanitarian, caring, and giving
• Branding: further strengthens the Target brand as family oriented product provider
• Audience: engages their audience by crowdsourcing, providing their audience a voice
• Publish: each time you vote  you are given the option to “publish” your vote back to your personal Facebook page or your corporate Facebook page.
• Viral Marketing: by publishing your choice of charity, the branded (logo) message on your wall places Target top of mind to your network of friends and it provides the potential for your friends to become fans of the Target Facebook page
• Tone: the tone is not a hard sell message. Instead it is a participatory campaign,  informative campaign, and a gentle message focused on the charities and NOT on Target’s actions