A man recently impersonated one of Target's customer service representatives on Facebook after he noticed many complaints on the social network about the retailer giant's decision to stop posting some gender-based signs in its stores. His parody used humor and sarcasm in responding to negative feedback about the company's new gender-neutral policy.
Mike Melgaard came up with the idea when he heard that Target was phasing out signage that labeled different sections in the store for boys or girls, such as in toys and entertainment departments. However, the signs will still be posted in clothing areas.
While the bold move by the big-box retailer raised issues such as gender stereotypes, complaints were made by conservative organizations such as Fox News. Meanwhile, some people sounded off on social media, arguing that Target was being politically correct.
When Melgaard heard the big news of Target's new gender-neutral policy, he knew that some people would start making negative comments on their Facebook pages. He then got the idea for the parodied customer service rep.
Melgaard signed up for a fake Facebook account named "Ask forHelp" and included the Target logo, according to SeattlePI. He then gave responses to criticisms by making cynical comments.
When Melgaard's account was closed, he had already made comments for about 50 posts, according to RYOT.org. They were made within 16 hours or so.
Target responded to the parodied employee by noting that Melgaard was not speaking on its behalf. It also stated its commitment to guest service through its stores, website, and social network pages.
On August 13, Thursday, Target posted a picture of two troll toys on its official website. Besides being an ad for the popular 1990s toys, it was also a playful reference to Melgaard's "trolling."
Melgaard explained that while he fully supports the big-box retailer's new policy, he intended his prank to be fun and light-hearted. He enjoys satirical humor.
Target likely made the gender-neutral policy partly due to fiscal reasons. For example, parents might now be less hesitant about buying toy cars for girls, or play sets for boys.