Kristin Bell + Kids = Catchy Campaign for Old Navy

Posted on by Patty Odell

As the back-to-school craziness gets underway for both parents and kids, Old Navy is in the mix with a new campaign staring the quirky actress Kristin Bell. The campaign is not only a way for Old Navy to drive customers into stores, but it also taps into its cause platform ONward! 

Bell appears in a humorous video set in a classroom where she asks kids from the Boys & Girls club a bunch of questions, and then uses the answers to create a back-to-school anthem. The back and forth between Bell and the students offers plenty of laughs as kids answer questions like, “How do you say goodbye to your parents on the first day of school?” with “Peace out mom,” one girl says. And to “What do you hope your new teacher is like?” one boy says “A puppy!”

At the end of the video, Bell launches a sweepstakes offering one winner and a guest the chance to be flown to Los Angeles for a $1,000 back-to-school shopping spree at Old Navy and a special sing-along session with Bell. She also shares some of her personal past back-to-school looks in preparation for styling the lucky winner in their first day of school outfit. The sweepstakes raises funds for the Boys & Girls Club.People can enter through the online fundraising platform Omaze.com/oldnavy.


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As part of its back-to-school campaign, Old Navy is also launching an ONward! collection of clothing. The collection includes tees and hoodies for boys and girls, as well as totes and water bottles with the message “Our Generation Will Change the World.” Old Navy will donate $50,000 to Boys & Girls Clubs in honor of the special collection.

In addition to the online sweepstakes fundraiser, Old Navy is also sponsoring an in-store fundraising campaign with the goal of raising $1 million to benefit Boys & Girls Clubs. From July 26 to Aug. 8, Old Navy will match in-store customer donations up to $300,000. Customers who donate $5 or more in stores will receive an entry voucher to the Omaze sweepstakes.

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by Patty Odell

Damon Swenson, Brand Activation Manager at Dr Pepper, on crafting a retail program using custom labels tied to Millennials’ passion points and lifestyle interests like fashion, music and pop-culture. He presented his case study at Marketing to Millennials 2017.



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