Old Navy partners with AwesomenessTV as social influencers extend reach
The apparel manufacturer is working to raise funds for the Boys & Girls Club of America by donating a dollar for each post that users share on social media explaining how their squad is special. AwesomenessTV talent Alex Aiono, Jordyn Jones and the Merrell Twins are starting off the campaign with their own posts and encouraging users to do the same for a chance to meet the popular social media content creators.
"We have two important audiences to speak to during the back-to-school season: parents and kids," said Julie Luker, director of PR and partnerships at Old Navy. "Partnering with AwesomenessTV and their extensive influencer network enables us to create a dialogue with our important kid customer through voices that they trust."
"We have two important audiences to speak to during the back-to-school season: parents and kids," said Julie Luker, director of PR and partnerships at Old Navy. "Partnering with AwesomenessTV and their extensive influencer network enables us to create a dialogue with our important kid customer through voices that they trust."
AwesomenessTV garners followers
Young users on social media are being encouraged by Old Navy and AwesomenessTV to share photos, memes, GIFs and videos to Instagram or Twitter that showcase how their squad is special. AwesomenessTV members will pick the winners for various prizes.
Participants have to include the hashtag #MySquadContest to be considered for the contest. Three grand-prize winners will receive visits from AwesomenessTV members to meet with their squads in their respective hometowns.
An additional five winners will be selected to receive back-to-school Old Navy shopping sprees. For each post shared by consumers, Old Navy will donate a dollar to the Boys & Girls Clubs until August 4.
Old Navy is targeting the younger demographic who are likely to be interested in content from AwesomenessTV.
Social influencer marketing
Coca-Cola similarly joined the slew of marketers leveraging the excitement surrounding the summer Olympics by tapping global influencers to upload social media content defining their own meaningful successes and encouraging fans to join in the fun via the #ThatsGold hashtag (see more).
Pasta brand Barilla also targeted the millennial demographic by partnering with social influencer Hannah Hart, creator of My Drunk Kitchen, in a new YouTube series that features a playful take on interviewing and cooking (see more).
"Our back-to-school campaigns over the previous two years have focused on the power of the individual, and this year we wanted to put a twist on that approach and celebrate the power of the collective," Ms. Luker said. "Kids look to their squads for motivation, support and inspiration.
"We are excited to showcase the unique make-up of squads from all over the country," she said.
