Written by
Sarah Zeng
Marketing Coordinator
12 December, 2025
Services used
Image creation and videos execution
Percentage of COST saved
~ 50%
Percentage of time saved
~ 70%
Target is a New Zealand furniture retailer with six stores, a refreshed in-store experience, and a strong online presence. Serving customers making high-consideration purchases across lounge, outdoor, and everyday home categories, the brand relies on an in-house studio to keep product imagery consistent and polished. But with a lean marketing team and a fast-shifting social landscape, it has become harder to convert that foundation into reach, engagement, and relevance across different channels.
Wiretap adds a dedicated social content engine built around real people, real stores, and a distinctly Kiwi point of view. UGC and creator content is planned around key retail moments, adapted to each platform, and layered with the in-store experience that defines the brand. Instead of blanket posts or sporadic video experiments, Target gains clear storylines, recurring faces, and a sustainable production rhythm, helping the brand stand out in a crowded category with content that feels warm, current, and unmistakably its own.
The challenge
Engagement drops as static posts lose visibility: What once drove strong traffic now barely moves, algorithms reward motion, personality and storytelling.
One-size-fits-all content: Reposting the same asset across different channels limits reach and relevance.
No consistent on-camera creators to humanise the brand: Target has strong products and stores, but lacks relatable talent to bring lifestyle and personality into the feed.
The wiretap Solution
Use Target stores as a creative stage: In-store filming highlights the NZ-owned identity and creates authentic lifestyle moments that feel real and local.
Build storylines that keep people coming back: Recurring characters and running jokes turn social into an ongoing series, not a sequence of isolated posts.
A predictable monthly rhythm: plan, source, film, deliver: A structured workflow keeps Target ahead of major retail moments and ensures content never runs dry.
Platform-first storytelling that adapts to each channel: Content is shaped to fit how people actually watch and engage, balancing playful moments with more polished, brand-led stories.
Checklist
A platform-first social rhythm shaped around key retail moments
Content that feels natural, relatable, and anchored in everyday shopping experiences
Visuals that highlight Target’s furniture expertise and NZ-owned identity
A balance of quick hooks and polished sequences suited to different channels
“Iit’s all pretty good. It’s really polished, so you guys obviously worked hard on that, so appreciate it.”
Abbie McKone
Digital Marketing Manager
at
Target
Result
A stronger, more visible social presence: Engagement lifts as feeds shift from static posts to relatable creators, in-store moments and platform-native storytelling.
A consistent stream of content: A steady cadence of weekly video and UGC pieces keeps channels active even during busy retail cycles.
A clearer brand identity across platforms: Stories now highlight Target’s in-store experience, Kiwi ownership and furniture expertise, helping reshape how audiences perceive the brand.
Conclusion
With a platform-first, creator-powered content engine, Target can finally produce the volume, variety and consistency that modern social requires, without stretching the internal team. By combining relatable creators, agile production, in-store storytelling and a channel-specific strategy, social feeds feel more alive, more human, and more reflective of what makes the brand unique. What began as a search for support becomes a scalable system: one that grows with seasonal peaks, adapts to shifting algorithms, and helps Target stand out not just as a retailer, but as a brand people enjoy following.
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