#Unlimited - Old Navy and Boys & Girls Clubs of America
There are 20 million tweens living in the U.S. This population wields $40 billion in purchasing power, in addition to influencing tens of billions of dollars in family buying decisions. During back to school, tweens hold the power to make or break the season for retailers. Through a second-year campaign called #Unlimited, Old Navy increased share of the tween market around back to school shopping by creating an authentic campaign in partnership with Boys & Girls Clubs of America to engage consumers in supporting youth/tweens and inspire consumer donations.
Old Navy launched #Unlimited 2.0 to kick off back to school in July 2015. The campaign originated in 2014 as a digital video campaign featuring an Old Navy funded donation to Boys & Girls Clubs when a song was downloaded as well as an in-store donation drive. While the 2014 #Unlimited campaign was successful in driving video views, the in-store donation drive failed to engage consumers or drive traffic in a measurable way.
In 2015, Old Navy revamped the strategy and launched an omni-channel marketing campaign leveraging digital video, licensed product and an in-store point of sale donation drive supporting Boys & Girls Clubs of America and Canada across their fleet of 1,100 North American stores.
Since authenticity was one of the main goals, Old Navy felt the content needed to come from real kids, and therefore, partnered with AwesomenessTV, a multi-platform media company and leading destination for original programming for the global Gen Z audience. To drive campaign relevance, Old Navy leveraged their partnership with Boys & Girls Clubs of America, sending AwesomenessTV into Clubs across the Country to interview Club kids and ask them about challenges they face and what it means to be #Unlimited.
The words surfaced in those Club kid interviews were used to write and produce a song called #Unlimited. The music video became the anchor of the #campaign which was amplified through owned and paid digital & social media, in-store signage, PR as well as a robust influencer strategy leveraging AwesomenessTV properties and talent.
In addition to the consumer marketing campaign, Old Navy strived to engage employees both in the field and at headquarters. Field employees received a communications packet with tips and tricks on how to engage customers to make a donation, including letters from leadership as well as supplies to build a backstage board to track their fundraising progress.
By architecting a cross-channel campaign in 2015 centered on an authentic message that resonated with consumers and employees, Old Navy was not only able to drive traffic in-store and online to accomplish business goals, but also double consumer donations and awareness for Boys & Girls Clubs of America and Canada versus 2014.