Angela Scibelli of Old Navy presented a case study about their #Selfiebration social media campaign. The goals were to create a campaign driven by social media that also had real-world engagement, integrate it with other marketing, and exceed engagement from previous campaigns. The campaign included a selfie contest on multiple platforms that received over 19k mentions and 13.5k entries. It also had over 143k on-site impressions and 1 million paid social engagements, far exceeding previous campaigns. Lessons included leveraging influencers, multiple platforms, and early agency collaboration.

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IALMEDIA.
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SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 34
San Francisco
2-4-2015
Learn more about Member Meetings
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Old Navy
Angela Scibelli
#Selfiebration

2. Angela Scibelli
Associate Manager, Digital & Social Innovation
@amscibelli

3. The Challenge
1. Create a campaign that is driven by social
media, but has an in-market expression
2. Integrate the campaign with other marketing
vehicles
3. Exceed social engagement and on-site
participation from a previous social campaign

4. The Challenge
1. Create a campaign that is driven by social
media, but has an in-market expression
2. Integrate the campaign with other marketing
vehicles
3. Exceed engagement numbers and
participation from a previous social campaign

9. How To Video

10. Technology Video

14. Winners

15. The Challenge
1. Create a campaign that is driven by social
media, but has an in-market expression
2. Integrate the campaign with other marketing
vehicles
3. Exceed engagement numbers and
participation from a previous social campaign

19. The Challenge
1. Create a campaign that is driven by social
media, but has an in-market expression
2. Integrate the campaign with other marketing
vehicles
3. Exceed engagement numbers and
participation from a previous social campaign

20. Results
• 19k+ mentions of #selfiebration
• 13.5K+ contest entries
• 143K estimated on-site impressions
• 1MM+ paid social media engagements
• 823,039,332 potential maximum impressions

21. Learnings
Opportunities
• Multiple Platforms
• Early Agency Synergy
• Extended Permitting
• Leverage Employees
Wins
• Influencers On Site
• Tech And Mass Media
• Low Barrier To Entry
• Integrated Campaign

22. Angela Scibelli
Associate Manager, Digital & Social Innovation
@amscibelli

23. MEM
B
ER MEETIN
G
34
SOC
IALMEDIA.
ORG
SAN FRAN
CISCO
Learn more about past and
upcoming Member Meetings
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SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 34
San Francisco
2-4-2015
Learn more about Member Meetings
socialmedia.org/meetings