Old Navy has one of the most creative social media business plans I have seen. I have been intrigued at how they have rallied their customers to their social media sites web page and stores. They have also incorporated their traditional marketing to blend with their social media campaign.
The reason I am aware of their campaign is mainly due to my wife who is part of Old Navy’s target audience. They have done such a good job at getting to her that we just bought most of our kids back to school clothes at Old Navy. You see my wife is an avid couponer; she reads coupon blogs like they are a hot and steamy romance novel – looking for the next best deal and best sale.
Let me describe the main gist of what I see of Old Navy’s marketing plan:
Their marketing plan is centered around their “Supermodelquins,” a group of Old Navy mannequins.
The Supermodelquins are then used in all the advertisements; TV commercials, on-line videos, and print and website ads.
The Supermodelquins also have their own YouTube Channel The Supermodelquins. Here you can see all the ads, in addition to web only ones that tell more of their stories like the ones in this video:
Once a week Old Navy also has a special promotion for the latest clothes and specials. On the day the new promotion starts they reset their weekly promotion website www.oldnavyweekly.com with the latest information along with several embedded on-line printable coupons. The majority of these coupons are for small savings, but each week there are several $75 off purchases of $100 or more, and similar coupons (this changes though from week to week). There are limited numbers of the big coupons, and they are hidden throughout the site.
Also on the day OldNavyWeekly.com is reset the fresh TV ads come out, corresponding to the coupon site. Often this is when my wife is reminded it is time to check their site. By the time you see the commercial though it is typically to late for the big coupons… I will explain why later.
Along with these typical advertising methods Old Navy uses Twitter and Facebook – but not the way other companies do. They have their fan pages and corporate Twitter accounts but they also have personal fan pages and Twitter accounts for each Supermodelquin. With these accounts the Supermodelquins interact with eachother, creating a type of soap-opera between themselves while also interacing with their fans and followers.
Beyond this Old Navy also has the Supermodelquins interacting in the blogosphere. Commenting on coupon sites and more – even personal blogs. I saw one blog post on a personal blog where someone took a picture of herself with one of the male Supermodelquins – there were comments and tweets from the supermodelquin’ssupermodelquin girlfriend. They seem to be having a lot of fun with it, and it’s working.
This is the gerneral structure of the marketing plan – how it works is the beautiful thing. On the couponing sites, where my wife has seen the effect of this marketing plan, is where the real juice happens. You see each week there are coupon blogs that wait for the OldNavyWeekly.com site to be reset. They know exactly when this will happen and sit in the comment section of the latest blog post about the new sale, refreshing the page over and over while they chat where the best coupons are. You can only get one coupon so once someone has the best one they share where it is found (they really need to get the new JS-Kit Echo commenting system on these blogs). Several of these blogs get thousands of comments from hundreds of women during the first few hours after the new promotion starts. Some make a party of it and get together with their friends and their laptops as they do it. Old Navy has caught on to this happening and now the Supermodequins also join in on the fun, dropping hints from time on the blogs as to the location of the different coupons. What a great way to build loyal customers.
In all, I have been greatly impressed with Old Navy’s use of social media to promote their brand. It is fun, cute, and viral while at the same time creating a customer driven interaction between Old Navy and their customers. Great job Old Navy!
Using old navy coupons can save you a pile on your next clothing purchase. There are many sites that offer these, so finding them isn't all that difficult. Just do a quick internet search and see what results come up.
What’s Old Navy Doing with Their Mannequins!
Old Navy has one of the most creative social media business plans I have seen. I have been intrigued at how they have rallied their customers to their social media sites web page and stores. They have also incorporated their traditional marketing to blend with their social media campaign.
The reason I am aware of their campaign is mainly due to my wife who is part of Old Navy’s target audience. They have done such a good job at getting to her that we just bought most of our kids back to school clothes at Old Navy. You see my wife is an avid couponer; she reads coupon blogs like they are a hot and steamy romance novel – looking for the next best deal and best sale.
Let me describe the main gist of what I see of Old Navy’s marketing plan:
This is the gerneral structure of the marketing plan – how it works is the beautiful thing. On the couponing sites, where my wife has seen the effect of this marketing plan, is where the real juice happens. You see each week there are coupon blogs that wait for the OldNavyWeekly.com site to be reset. They know exactly when this will happen and sit in the comment section of the latest blog post about the new sale, refreshing the page over and over while they chat where the best coupons are. You can only get one coupon so once someone has the best one they share where it is found (they really need to get the new JS-Kit Echo commenting system on these blogs). Several of these blogs get thousands of comments from hundreds of women during the first few hours after the new promotion starts. Some make a party of it and get together with their friends and their laptops as they do it. Old Navy has caught on to this happening and now the Supermodequins also join in on the fun, dropping hints from time on the blogs as to the location of the different coupons. What a great way to build loyal customers.
In all, I have been greatly impressed with Old Navy’s use of social media to promote their brand. It is fun, cute, and viral while at the same time creating a customer driven interaction between Old Navy and their customers. Great job Old Navy!