old navy

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03.

Old Navy

Head of in-house Creative Department :

Responsible for all marketing for the 6 billion dollar retail brand.

 

Vehicles included :

television, print, weekly circular, in-store signage, product packaging and labeling,

direct mail, credit card acquisition and retention programs, pr/promo events,

all social media and all digital initiatives.

Marketing at Old Navy was fragmented.

 

In-store experience did not match the television, which did not match the circulars,

and digital was a new frontier.  What followed was a three year evolution.

 

We re-orged the entire internal creative staff of 150 to better leverage existing talent,

streamlined work processes to ultimately automate and turn out 1500 pieces of creative a week,

 

We restructured external creative resources by moving to more specialized design firms

vs. large agency models, up-leveled all creative production (photographers to models), and moved majority of creative development in-brand to allow for more powerful alignment of work across channels and vehicles.

THE EXPERIMENT

 

 

THE FIRST EPISODIC LONG FORM CONTENT FROM OLD NAVY

INTRODUCED CHARACTERS, TOOK FASHION AS A PLAYER, DEVELOPED USER ENGAGEMENT TOOLS ONLINE, AND TURNED THE BRAND TO A YOUNGER, MORE SAVVY FASHION PLAYER.

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THE CAMPAIGN

Four films, one for each fashion flow, introduced intertwined storylines,

invited customer interactions with characters online,

tailored lookbooks to episodes,

and had a 7x ROI.

A.

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Print and online media focused on hero outfits and lifestyle,

with advanced shopping wish lists and in-store fulfillment.

B.

THE RESULTS

THIS CAMPAIGN SHOWED THE HIGHEST LEVEL OF MARKETING EFFECTIVENESS IN THE BRAND’S HISTORY. MARKETING WAS CREDITED WITH RAISING AUR ACROSS THE BRAND. 

other highlights

Never looked upon as a hub of good design,

our internal team ended up winning multiple awards for their reinvention

of the brand's packaging and in-store presence.

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By being more aspirational and less kitschy,

Old Navy quickly became a go to for affordable trends,

before the advent of fast fashion in America.

 

Models and actors launched careers with our spots,

and being an "Old Navy Girl"

became an incubator for young talent.

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Copyright LANDIS SMITHERS 2017