Old Navy targets male consumers with integrated campaign

Share this article:
Old Navy targets male consumers with integrated campaign
Old Navy targets male consumers with integrated campaign

Clothing retailer Old Navy is rolling out an integrated campaign targeted 25- to 35-year-old male consumers. The “Dress Like a Guy, Not That Guy” campaign features interactive print ads, as well as online and mobile elements. Agency Camp & King developed the effort for the Gap Inc. retailer.

Catherine Rhoades, global communications manager at Gap Inc., said via email that the initiative “is the first time we have created a campaign that speaks directly to this audience.”

“We haven't spoken directly with [the target demographic] for a few years, and this campaign is a spirited way to reignite the conversation,” she said.

The brand will launch video ads parodying macho menswear ads, which will run on YouTube, Facebook and “within our mobile experience,” on June 9, said Rhoades. The ads include a call-to-action directing consumers to a tab on Old Navy's Facebook page that promotes a menswear sale from June 10 to June 19. It also includes a 25% off coupon that consumers can print or deliver to their mobile phones.

Consumers can also visit a mobile-optimized site to receive the 25% off coupon, create an outfit, view preconfigured outfits, and locate an Old Navy store.

Rhoades said she “[didn't] have information to provide” on whether Old Navy will use any data collected through the campaign for remarketing.

Old Navy will run print ads in Maxim's July issue including quick response codes that will direct consumers to the campaign's mobile site. Rhoades said Old Navy chose to run the ads in Maxim because “we know our target customer reads Maxim and most of them feel that Maxim is a natural, comfortable and credible source for outfitting advice."

Share this article:
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

News Byte: CX Scores to Take Their Place Beside Price Listings

News Byte: CX Scores to Take Their Place ...

E-commerce aggregator PriceGrabber will begin offsetting price info with service expectations.

Data Byte: Interactive Ad Revenues Exceeding TV for the First Time

Data Byte: Interactive Ad Revenues Exceeding TV for ...

At nearly $43 billion, interactive advertising revenues exceeded broadcast for the first time in 2013.

Marketers: Data Rich and Knowledge Poor

Marketers: Data Rich and Knowledge Poor

While advertisers have become incredibly data-savvy, the most difficult challenge remains causally linking that data to outcomes that really matter.