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Alex from Target: The Value of Being Aware & Responsive

Alex from Target: The Value of Being Aware & Responsive

Here’s how you create a powerful viral marketing campaign on social media, Target style:

Step one:

Hire a cashier who bears a more than passing resemblance to Justin Bieber. In this case, the young man is named Alex.

Step two:

Monitor your social media presence carefully, so when people start tweeting about Alex from Target, you’re more than ready to take part in the conversation. This requires watching for hashtags associated with your brand. In this case, #AlexFromTarget.

Step three:

Talk to your employee who’s at the center of the Twitterstorm, to make sure they know how to handle themselves appropriately. Finding yourself the focus of the internet’s attention can be overwhelming, and because you’re a good employer, you’ll want to support your team member through the experience.

At the same time, it’s a good idea to craft your own response to the issue – in this case, Target put out an image of Alex’s nametag with the message “We heart Alex too! #AlexFromTarget.” Joining in the fun is a big part of maintaining an effective social media presence. The ability to share light hearted sentiments humanizes a brand, and when the brand’s as embattled as Target has been, post- security hacking scandal, a little humanity is a good thing.

Step four:

Understand that this will pass, and pass quickly. Internet fame comes and goes in the blink of an eye. In a month or so, no one’s going to remember the entire #AlexFromTarget experience, with the possible exception of Alex himself. By maintaining an awareness of what’s being said about your brand online, you can respond and participate in real-time. But don’t try coming late to the party – that just won’t work.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office