Welcome to Old Navy Holiday
Cold nights, bright lights. Step into Old Navy holiday, where families come together and celebrate the happiest season of all. Below are three examples of building a stronger voice into the brand, varying from of-the-moment social speak to a more elevated pitch. The objective? Creating a vision, tone, and brand identity that is memorable and commercially viable. Cheers to the BEST HOLIDAY EVER.
SOCIAL POINT OF VIEW STRATEGY:
Let's get social! This is where we tap into customers social world using popular social speak and high-performing hashtags. The voice and vision below seamlessly combines social with shopping, touching on a day in the life of the Old Navy customer during the magical holiday season. User experience moves and connects the customer from site to social verticals with ease.
SITE EXECUTION:
Prep for the #bestholidayever
11am brunch
4pm tree trimming
7pm potluck party
$30 dress (yes!)
EMAIL EXECUTION:
Prep for the #bestholidayever
11am brunch
4pm tree trimming
7pm potluck party
$30 dress (yes!)
Quick hit styling tip #1: Brunch
Pair your dress with a cozy plaid top and parka jacket for a new twist on winter layering.
Quick hit styling tip #2: Tree Trimming
Add instant polish to your outfit by popping a collared shirt underneath your dress.
Quick hit styling tip #3: Potluck Party
Take your look from ordinary to extraordinary with a leather jacket and metallic accessories.
SOCIAL EXECUTION:
Dress up. Get out. Celebrate. #repeat
Meet your holiday MVP
Believe in your #selfie
WINDOW EXECUTION:
#bestholidayever
#alldeckedout
FUN & EMOTIONAL POINT OF VIEW STRATEGY:
This strategy pulls on the emotional heartstrings of the Old Navy customer, acknowledging that the holidays is not just about shopping, but also about celebrating family, friends, and goodwill to the world. "Shine bright from the inside out" alludes to looking good while doing good, whether that's being involved in a charity foundation or simply spending time with loved ones. This campaign can be a great platform for featuring celebrities and influencers who encompass this feeling.
SITE EXECUTION:
Shine bright from the inside out
Perfect styles for endless laughter, love, and fun
EMAIL EXECUTION:
Shine bright from the inside out
Perfect styles for endless laughter, love, and fun
Women's Division:
Get dressed in soft metallic knits, statement boots, and plaids that pack punch.
Men's Division:
Layer like a pro in tailored winter coats, wool sweaters, and dark-rinse denim.
Childrens Division:
Keep the little ones cozy in soft leggings and bright jackets — perfect for dancing, jumping, getting into mischief, and everything in between.
WINDOW EXECUTION:
Shine Bright (written in neon-electric signage)
SOCIAL EXECUTION:
Old Navy can enlist a large number of celebrities and influencers and have them share their charitable and heart-warming holiday stories on social channels. For example: Supermodel Karlie Kloss is well-known for her charitable initiative, Karlie's Kookies, which provides meals to those in need through the FEED foundation.
"Cheers to @karliekloss's good cause! Shining bright from the inside out w/ @FEED foundation" (featuring image of Karlie wearing Old Navy, baking/holding cookies)
ELEVATED AND ASPIRATIONAL POINT OF VIEW STRATEGY:
Who's that girl? This strategy injects a more elevated tone for the Old Navy customer with an editorial voice and spirational spin. The language below was crafted to instill a sense of urgency and attainable fantasy to shop new pieces for the holiday party circuit, from Christmas cocktails to New Year's Eve countdown.
SITE EXECUTION:
Holiday Calendar Filling Up?
Your answer to what to wear, anywhere.
EMAIL EXECUTION:
Holiday Calendar Filling Up?
Your answer to what to wear, anywhere.
Countdown the festivities with our five obsessions
#1 The luxe leather-like legging
#2 The unexpectedly bold coat
#3 The morning to midnight heel
#4 The wear-everywhere scarf
#5 The ultra-flattering cocktail dress
SOCIAL EXECUTION:
Spread your wings. #socialbutterfly
WINDOW EXECUTION:
Countdown to HOLIDAY!