Old Navy wanted to make its annual flip flop sale seem cool and appeal to a younger audience. So it partnered with three popular Vine comedians - David Lopez, Sara Hopkins, and Jessica Hansen - who each created an original Vine video promoting the sale. Over three days, the Vines received over 670,000 impressions on Twitter and gained Old Navy 2,100 new Vine followers, engaging over 60,000 users at a very low cost per engagement. The campaign was deemed a success at driving awareness of the flip flop sale.

1. Old Navy: Influencing on Vine

2. Flip flops. Not very sexy, right?

3. But Old Navy wanted its annual flip flop
sale to be cool, creative and fun,
Reaching a younger audience

4. It decided that it was time to show
its sense of humor, with a campaign that utilized
the most hilarious online comedy influencers around

5. Our dream team:
They had the right brand synergy, appeal and reach
David Lopez
Location: Oceanside, CA
Followers: 3.2 MM
Sara Hopkins
Location: Wilmington, NC
Followers: 294K+
Jessica Hansen
Location: TX
Followers: 374K+

6. We worked with each influencer
to create three original Vines,
which went live just before the annual sale

7. Each influencer followed up with content
to drive awareness, focused around the product

8. In the days leading up to the sale, a new Vine
was published each day, leveraging our
influencers’ credibility and driving engagement

9. The Vines were shared to Twitter,
spreading reach even further

10. We saw an overwhelmingly positive response

11. The Vines received 670,000+ impressions
on Twitter, and Old Navy picked up
2,100+ new Vine followers

12. In three days, we saw over 60,000 total
engagements.… at a total cost of just $0.49 each.
Exceeding our original goal by 213%!

13. That’s what we call sexy