Target has achieved positive results with its back-to-school social campaign on mobile that included a Give with Target program inviting consumers to vote for a school to help Target give out $5 million in donations. In addition, "[w]hile we have no way of knowing exactly why Target and Staples have such stronger mobile engagement, we did notice that Target put quite a bit of effort toward cool and unique Instagram videos and generated massive buzz from that," said Folke Lemaitre, CEO of Engagor, which carried out a study of mobile engagement for several brands.

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