Old Navy: #Selfiebration — Live from Member Meeting 34

Coverage of this session by Ryan Ronayne of SocialMedia.org. Connect with him on LinkedInhere.

1:30 — SocialMedia.org's Kurt Vanderah introduces Old Navy's Associate Marketing Manager of Digital and Social Innovation, Angela Scibelli.

1:31 — Angela shares how Old Navy used their 20th birthday to celebrate their fans using social media.

1:33 — The challenges:

1. Create a campaign that is driven by social media, but has in-market expression.

2. Integrate the campaign with other marketing vehicles.

3. Exceed social engagement and on-site participation from a previous social campaign.

1:34 — Angela: 1. Creating a campaign that is driven by social media, but has an in-market expression:

We knew we wanted to do something big and bold. We brought in our innovative technology agency. We wanted our birthday to become our consumers' party. We'd grant wishes to three people who entered the contest through their selfie tweets.

1:36 — We integrated different parts of social media. We recreated gifs from their personalized selfie. Created unique video content around the creation of the balloon selfie machine and posted that on YouTube.

1:38 — We didn't let users know about the surprise and delight to select three contestants, granting their birthday wish. We had legal hurdles and we weren't able to announce the winners right away. We choose Times Square and Hollywood to place the selfie machine for the onsite activation. On site we handed out selfie sticks to brand ambassadors.

1:39 — Angela: 2. Integrating the campaign with other marketing vehicles:

1:41 — We were able to integrate with mobile, email, online, in-store, PR, and paid media. For mobile, we sent one blast. For email, we typically just send to our internal employees, but we were able to send it out to our external customers also.

We created a microsite, which pulled in the Twitter stream from #selfiebration. In-store was tough but we used window advertising at each store directing people to Twitter.

Angela says it was their first time to try tech marketing. Still, it was well received throughout the media.

1:42 — Angela says the biggest help came from media and the way Old Navy integrated with their influencers. With ten total influencers — two digital and for at the Times Square location, and four at the Hollywood location.

They tweeted out their birthday wish and lots of people came out specifically to see and meet them. Then they got engaged with the brand and promotion.

1:43 — Angela: 3. Exceeding engagement numbers and participation from previous social media campaigns:

1:45 — Angela: The results:

  • 19k+ mentions of #selfiebration
  • 5k+ contest entries
  • 143k estimated on-site impressions
  • 1MM+ paid social media engagements
  • 823,039,332 potential maximum impressions

1:48 — Angela: What we learned:

Use multiple platforms. It would have been great to use Instagram and a lot of consumers asked if they could participate through that channel.

Get synergized with your agency early. Plan for the possibility for extended permitting. It would have been nice to get permission the day before as it allows for potential missteps and extra set up time. We started set up at midnight, which lead right into the event at 10 am.

Leverage onsite or employee within your stores whenever you can. These are the people who see your consumers every day. We should have sent them the same message our HQ employees received

1:50 – Angela: The big wins:

  • Having influencers on site. It drove a ton of traffic the day of.
  • Gaining coverage from tech and mass media outlets.
  • There wasn't a high barrier for entry. People already take selfies. It made it easy for them to engage with us.
  • Integrating the campaign across all marketing vehicles.

Q & A:

Q: How did you let people know about this activation?

A: Facebook, YouTube, and seeding the influencers through digital. In-store with the window advertisements.

Q: As for the budget, can you give an example of the budget breakdown?

A: We spent 65% towards building the machine and 20% towards the event. The rest was for cushion. Media had their own budget.

Q: Did you have to prove any sales results?

A: We didn't. The commercial team handled the sales side. Our team was focused on the branding side.

Q: Anyone who tweeted got a response. How quick was the turnaround time?

A: Response time was within a few minutes working with a number of community managers. GIF we're created within a few seconds for the community mangers to respond with.

Q: Were there any spikes? When did momentum grow?

A: First few days were quite. Then media kicked in. It died down a little bit with the 5 days between events. Big spikes came from the events.

Q: How long did you run the campaign?

A: Ten days.

Q: Most campaigns are run and social is added. It seems like social drove this campaign and added others. Was that the case?

A: Yes our CMO is invested in social and digital. This created a lot more impressions that we've received from TV.

Q: How did you keep track of entries? Working with legal? Was it a contest or sweepstakes?

A: Worked with an agency to scrub the entries, duplicates, qualifications, etc. It was a contest. But criteria had to meet the brand values and each wish had a budget.

Q: Influencers – Was the original intention to drive onsite traffic?

A: Original attention was to drive digital. Post a picture showing them there but we didn't expect their fans to show up in large numbers at the actual events to see them.