Shifting the “find” from just merchandise to your boldest, most uninhibited self.
T.J. Maxx was a proud brick-and-mortar retailer who had built strong, meaningful equity in a category where differentiation is a challenge. But as competitors encroached on their value-centric territory, T.J. Maxx sought help bringing in prospects while growing frequency with existing customers.
The challenge, though, was what existing customers love about the brand—the thrill of the treasure hunt—often deters potential shoppers. Therefore, our goal was to get people who don’t have time or energy for T.J. Maxx’s treasure hunt shopping experience to make time for T.J. Maxx.
Custom audience research and cultural exploration revealed a rich insight: the treasure is YOU (you are what you make time and effort for). This ultimately inspired our anthemic creative platform “You to the Maxx,” which made T.J. Maxx the champion and destination for empowering women to be their most unapologetic selves. In year one of the campaign, T.J. Maxx saw increased customer growth and consideration worth $20-40M in sales.
Our modern design refresh breathed new life into the familiar with powerful, ownable X graphics and motifs. And we launched it all with a new spot, "Who Do You Think You Are?" which turned a judgmental question into an opportunity to be your boldest, most badass self. With fearless female leads, Demi Lovato's "Confident" track, and bombastic vignettes of empowerment, our film made an entrance in a category that could use a little shaking up.
