Old Navy adds star power to back-to-school push with YouTube personalities
The retailer released a video through YouTube featuring several well-known names from the channel performing an inspirational song to encourage young adults to chase their dreams, no matter how ambitious. Old Navy is striving to drum up publicity surrounding back-to-school while maintaining an authentic image through video shares on social media.
"We believe in creating entertaining content that audiences want to consume, and video is the ideal medium to do so," said Julie Luker, director of PR and partnerships at Old Navy. "Whether it is outtakes of our broadcast spots with Julia Louis Dreyfus, fashion tips from credible sources, or an original song like this campaign, we are consistently investing in video and learning from the response.
"We want to be part of our customers? conversations," she said. "We know they are naturally having those conversations in social, and we have to be there and engage in those conversations to stay relevant."
Unlimited capabilities
Old Navy is hoping to appeal to consumers through its efforts to raise money and awareness for the Boys & Girls Club, and its recent YouTube video is its latest facet of the #Unlimited campaign. The brand released a video on July 28 featuring popular YouTube artists performing a specially written song for #Unlimited.
Alex Aiono, Cimorelli, Jordyn Jones, Josh Levi, Mahogany Lox and Megan Nicole are the artists featured in the video, known for their popular followings on YouTube.
The apparel brand is attempting to generate an inspirational feel to the performance, and secure a genuine brand image.
Prior to this video release, Old Navy created another video that showcases children from the Boys & Girls Club describing what being #Unlimited means to them. This variety of content celebrating and helping kids reach their potential gives brands implementing this form of marketing a heart.
Another film was previously released to give fans a behind-the-scenes look at creating the #Unlimited music video, which creates hypes surrounding the video?s launch and entices viewers with an inside scoop.
The brand is showcasing talent already recognizable by many, especially young teens. This makes for an ideal back-to-school campaign as it grabs the attention of those in need of apparel for the season.
The song was inspired by quotes the children relayed in the Boys & Girls Club video and is performed by stars a part of AwesomenessTV, a production company apart of DreamWorks Animation that focuses on YouTube and viral videos.
Performers featured in the music video are wearing Old Navy?s #Unlimited t-shirts, which the brand is selling to raise money for Boys & Girls Club. Old Navy is attempting to raise funds of up to $500,000.
Old Navy received success with a similar video from last year, also apart of the #Unlimited campaign, in which a young girl faces the challenges of starting her first day at school. The video received significant success in the form of over five million views and Emmy nominations.
Customers interested in helping the campaign can also donate money at checkout at Old Navy locations and by downloading this year?s song digitally, in which all proceeds to go to the non-profit organization. The apparel brand is matching all donations as well.
Viral ventures
Unilever's Dove attempted and achieved a similar tactic through YouTube and continued its streak of viral video successes with an entry prior to Father?s Day that depicted men first learning their partners are pregnant while simultaneously promoting the brand?s Men+Care line (see more).
Marketers should focus on brand loyalty when creating content for social media, as consumers are more likely to share content from a brand they are dedicated to, according to a report from Acquity Group (see more).
Brielle Jaekel is editorial assistant at Mobile Marketer
"We hope this video not only entertains young fans of these YouTube stars and gets them excited about the back-to-school season, but also raises money for Camp Old Navy to support our work with the Boys & Girls Clubs," Ms. Luker said. "We want to pull people in with the song, and then get them to pay attention to the cause by buying a tee, donating in store or downloading the song."
Final takeBrielle Jaekel is editorial assistant at Mobile Marketer