Old Navy set out to align with entertainment content that told authentic and inclusive stories to match their new brand messaging.
By investing in a product placement strategy, Old Navy secured partnerships with showrunners and creators that empowered diverse voices in culturally relevant content across multiple platforms.
The program began with BEN educating productions on Old Navy’s brand values while crafting in-store and online shopping moments, as well as verbal mentions in reference to denim, Old Navy’s priority product line, within storylines.
These efforts resulted in 12 premium placements across six top-tier properties with diverse casts. In Mindy Kaling’s hit series Never Have I Ever, Old Navy aligned with Rebecca, an aspiring fashion designer with Down syndrome, establishing her character as an Old Navy employee.
In the GLAAD-award winning series Queer Eye, BEN integrated Old Navy in an extensive in store shopping scene in which Tan France styled episode hero Rahanna. The integration included key brand messaging around Old Navy’s product assortment and inclusive sizing as Rahanna is a 6ft tall woman who had previously struggled to find clothing that fit her shape.
The campaign delivered over 36 million impressions in multiple story lines across every major streaming platform, establishing Old Navy as the go to fashion brand for diverse young consumers.
“Partnering with a diverse group of creators enables us to represent the breadth of our inclusive community.” Liat Weingarten, vice-president brand communications, Old Navy
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