Old Navy unzips regional street-style inspiration with interactive Instagram map
Old Navy is diversifying its social media content by enabling fashion fans to view an interactive map of Instagram posts depicting influencers? street styles from all 50 states and glean more inspiration for their own wardrobes.
The mass-market retailer?s 50 Styles, 50 States campaign, done in collaboration with Collectively, tapped 50 social media creators to display their regional-inspired styles on their Instagram accounts. The influencers? outfits, all of which feature Old Navy apparel and accessories, are available on Instagram as well as on a People microsite.
?This campaign will certainly boost nationwide appeal of the Old Navy label,? said Laura Sossong, manager at Boston Retail Partners. ?The landscape and lifestyle diversity captured by the regional images highlights the versatility of the Old Navy assortment, allowing more consumers to visualize a fit between the brand and their wardrobes.?
people, real style
Old Navy teamed up with Collectively to hand-select a group of 50 social media influencers ? such as fashion and lifestyle bloggers with significant followings ? to organically promote its products and show fans how shoppers around the country style its pieces.
The campaign, which can be viewed by searching the #50Styles50States hashtag on Instagram or visiting http://specials.people.com/oldnavy/50styles50states/, highlights a variety of styles and offers mobile users a glimpse at how fashion differs from region to region.
Last week ? coinciding with New York Fashion Week ? the chosen influencers were tasked with uploading posts that featured at least one Old Navy staple item.
For instance, fashion student and style blogger Katlyn Maupin, who was selected to represent Texas, uploaded an Instagram photo of herself donning a short-sleeved swing dress, accessorized with an infinity scarf and a hat.
Her caption read, ?So excited to represent Texas for #50Styles50States with @oldnavy! With the Texas heat, I?m always living in comfy swing dresses! This striped dress is under $30 and my scarf is under $20!?
Ms. Maupin?s caption also included an affiliate link to the featured Old Navy items ? meaning she will receive a commission off any purchases made by consumers who click on it.
The People-supported microsite showcases an interactive campaign map, which enables visitors to view aggregated Instagram style posts by state or region. For instance, individuals interested in checking out East Coast styles can tap on the Northeast section of the map.
Users can also scroll down to view a featured post by each state?s influencer.
Old Navy has previously tapped the popularity and cachet of social influencers for mobile-first campaigns, likely in a bid to connect with millennials and younger consumers.
Earlier this summer, Old Navy leveraged AwesomenessTV?s social influencers to prompt followers on social media to share what is special about their squad, showing off the growing importance of tapping content creators with large followings (see story).
However, the #50Styles50States campaign offers a more relatable and personable aspect that could become vital in fueling outfit inspiration, and later, purchasing actions.
?Street style campaigns are finding significant traction with today?s consumers,? Ms. Sossong said. ?Whether it?s utilizing style bloggers to highlight looks or launching ?real people? campaigns, these social mediums provide the consumer with true reliability to retail offerings.
?Retailers should continue to take advantage of these key differentiators to remain relevant and top-of-mind to shoppers.?