buzzfeed at das: making native work

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Program Review

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GOAL:Program Goals

WIN:Program Highlights

RESULTS:Benchmarks and Lessons Learned

Agenda

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Old Navy Brand Attributes

• Fun

• Irreverent

• Playfully Humorous

• Good Value

• Fashionable

• Inclusive

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Create engagement around Old Navy’s:

• Lightacular Contest --> Deck the Web Interface

• Holiday Branded Content

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Marketing Goal:

Unify a variety of Old Navy holiday efforts through fun, engaging content and unique experiences.

• Lightacular Contest

• Twas the Jordan Knight Before Christmas Holiday Videos

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1) Deck the Web

23,334 - Times The Web Was Decked (CTR of 3.00%)

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RESULT

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333,000 - Total Engagements with Content

86,000 - Social Views to Content

Program Dashboard

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Old Navy created content that people

wanted to engage with and share.

Here are 4 (of 13) principles they

followed.

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1. Content isAbout Identity

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2. Capture the Moment

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3. Cute Animals Deserve Respect

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4. Nostalgia is Inherently Social

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