--- title: "Target x ViX — case study | New Discovery Agency" description: "Holiday campaign content for Target and ViX turned family traditions into branded storytelling for Hispanic audiences." url: https://newdiscovery.agency/case-studies/vix-target/ language: en --- Growth Retail & Consumer # Target x ViX Holiday storytelling for Hispanic audiences required more than seasonal visuals. It required real family emotion, tight logistics, and disciplined production design. ![Target x ViX logo](https://newdiscovery.agency/assets/case-logos/vix-target.png) Target x ViX Holiday branded-content collaboration designed for Hispanic audiences in the United States through culturally grounded family storytelling. [Visit client website](https://www.target.com/) Industry [Retail & Consumer](https://newdiscovery.agency/industries/b2c/) Business Unit Growth Market United States Engagement Retail branded content production for Hispanic audiences Services Delivered Creative Direction Video Production Casting Set Design Post-production 4 delivered video pieces 2 holiday narratives 1 tight production schedule [Back to Case Studies](https://newdiscovery.agency/case-studies/) Overview The brief was simple on the surface: create holiday content for Hispanic audiences. The real work was building something that felt culturally familiar without becoming generic. For this collaboration between [Target](https://www.target.com/) and ViX, NDA produced branded-content pieces centered on Christmas and New Year traditions in Latino households. The campaign had to showcase products, but it also had to feel lived-in, affectionate, and emotionally credible. That balance is a core [Growth](https://newdiscovery.agency/growth/) problem: when brand goals are clear but the audience only responds to authenticity, production choices matter as much as the script. The Challenge ## Build retail content around _tradition, not hard selling._ The campaign was aimed at Hispanic audiences in the United States, and the intention was to make that audience feel recognized rather than targeted. That meant centering real family dynamics, real seasonal rituals, and warm emotional cues instead of relying on direct product promotion. The work also had serious production constraints. Timelines were tight, the sets had to carry seasonal richness, and part of the casting involved working with children, which made safety and schedule discipline non-negotiable. The Approach ## Use family storytelling to carry the brand, _not the other way around._ NDA produced one piece around Christmas traditions and another around New Year celebration, shaping each story around family connection. One execution featured a full family, including their dog, to create a more natural and affectionate holiday atmosphere. Another focused on mothers and daughters sharing seasonal rituals, building emotional specificity into the campaign. The project required careful set design, casting, wardrobe coordination, talent direction, and production logistics inside a Miami mansion location. NDA also referenced audience-facing holiday storytelling already present in the campaign ecosystem, including culturally specific moments linked to [Latino holiday traditions](https://fb.watch/4bmS93fSTj/) and a related [mother-daughter feature](https://www.vix.com/es/madres/178171/inspiracion-para-madres-e-hijas-en-las-fiestas). Results & Impact ## Retail campaign content _with warmth, not stiffness._ 4 video pieces delivered multiple campaign assets created from the production cycle 2 holiday narratives Christmas and New Year each carried distinct emotional logic 1 tight schedule managed production quality held under significant timing pressure The finished pieces gave the campaign emotional credibility while still supporting product visibility. Instead of feeling like generic seasonal advertising, the stories created a more personal connection between the audience and the brand environment. This kind of work also links naturally to related entertainment and lifestyle productions in the archive, including [ViX: Disney World](https://newdiscovery.agency/case-studies/vix-disney-world/) and [ViX: Canciones](https://newdiscovery.agency/case-studies/canciones-vix/). Capability Signal ## What this engagement reveals _about NDA capabilities._ This case shows NDA's ability to take a retail brief and execute it with cultural sensitivity, production control, and real storytelling discipline. It also shows how the team handles casting, environment design, and timing pressure without sacrificing emotional tone. That combination is especially valuable in consumer campaigns where brand visibility depends on audience recognition, not just media spend. Video Library ## The Target campaign, _branded social content made with ViX._ Related Case Studies [ Sports & Entertainment Union Promotions | NDA Case Study Identity, event graphics, social, streaming support and boxer photography built a fight-promotion brand from scratch. Read ](https://newdiscovery.agency/case-studies/union-promotions/) [ Healthcare SEISA | Growth Case Study SEISA gained a stronger web foundation, clearer service architecture, and a more authoritative search-facing content system. Read ](https://newdiscovery.agency/case-studies/seisa/) [ Professional Services AI-ONE Deployment | Growth Case Study NDA rebuilt a fragmented acquisition stack into one AI-ONE-powered system, improving pipeline quality while reducing reporting and attribution noise. Read ](https://newdiscovery.agency/case-studies/ai-one-deployment/) ## Related questions What is after-hours lead capture? It is the process of answering, acknowledging, and routing leads that come in after the office is closed so the business does not lose the opportunity overnight. What is AI automation in the context of industrial marketing and revenue operations? AI automation in industrial marketing means using AI-powered systems to handle the repetitive, time-sensitive, and data-heavy tasks in the marketing and sales process — lead response, qualification, follow-up sequencing, pipeline data hygiene, and reporting — without manual intervention. The goal is to make the revenue operation run faster and more consistently without adding headcount. How does an AI chatbot qualify leads differently than a lead form? A lead form collects fields. An AI chatbot conducts a conversation — asking follow-up questions based on what the prospect says, clarifying vague responses, and routing the conversation based on what it learns. A chatbot can uncover the use case, timeline, and budget in a natural exchange that a form can't replicate; it also handles the conversation at any hour without wait time. What CRM workflows benefit most from AI enhancement in a B2B sales organization? Lead scoring (AI models that weight behavior and firmographic signals rather than static rules), deal risk detection (identifying stalled deals before they go cold), contact data enrichment (automatically filling missing firmographic fields from external sources), follow-up sequencing (AI-triggered outreach based on deal stage and last activity), and sales call summarization (AI-generated CRM notes from call recordings). What is funnel optimization in industrial B2B marketing? Funnel optimization is the systematic process of identifying where potential buyers are dropping out of your marketing and sales process and improving those stages to move more of them forward. In industrial B2B, where sales cycles are long and stakeholder groups are complex, the most common drop-off points are at first qualification, during technical evaluation, and at the proposal stage — each requiring different interventions. What systems does AI-ONE integrate with? AI-ONE integrates with CRM platforms (including HubSpot, Salesforce, and GoHighLevel), email and SMS messaging systems, AI voice platforms, calendar and scheduling tools, and website forms and chat. The integration scope is scoped to each deployment — but the design principle is that every lead source feeds into one system, not separate ones. [See all FAQs →](https://newdiscovery.agency/faqs/) Focused Partnerships ## Results like this _start with a conversation._ If your organization is ready to build this properly, the next step is a conversation about scope, goals, and fit. [Start an Engagement](https://newdiscovery.agency/how-we-work/) We respond directly to serious inquiries.