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TORI HITS HER TARGET
Pop Siren Sells It in Creative Campaign for Exclusive Album Version

When Capitol's Tori Kelly does a retail campaign, she really does a retail campaign. 

The Pop siren appeared at a NYC Target store this week to cap a sweeping promotional effort on behalf of a special edition of her new album featuring two exclusive tracks.

She donned a red employee shirt and name tag and posed with store staff, and shot an in-store video message to fans.  

Throughout the campaign, a vigorous social push using the hashtags #unbreakablesmile, #torifromtarget and #muchmusic raised awareness. Vevo offered further exclusive content.

The various elements resulted in an enormous chainwide sales boost on street date, with numbers approaching double her forecast (and outselling several other top debuts).

Meanwhile, Kelly's Unbreakable Smile sits at #4 at iTunes and looks set for an overall sales bow in the 60-65k range.

In a related story, Capitol EVP Greg Thompson seized the opportunity of his Target visit to pick up a jumbo pack of pastel-colored undershorts.

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