Old Navy targets male consumers with integrated campaign

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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."

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