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Old Navy: #Selfiebration, presented by Angela Scibelli

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In her SocialMedia.org Member Meeting case study presentation, Old Navy’s Associate Marketing Manager of Digital and Social Innovation, Angela Scibelli, talks about how Old Navy used their 20th birthday to celebrate their fans.

Angela explains how they used a social-driven campaign on Twitter and YouTube to easily engage users, and then integrated it with other marketing vehicles.

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Old Navy: #Selfiebration, presented by Angela Scibelli

  1. 1. MEM B ER MEETIN G 34 SOC IALMEDIA. ORG SAN FRAN CISCO SOCIALMEDIA.ORG CASE STUDIES Member Meeting 34 San Francisco 2-4-2015 Learn more about Member Meetings socialmedia.org/meetings Old Navy Angela Scibelli #Selfiebration
  2. 2. Angela Scibelli Associate Manager, Digital & Social Innovation @amscibelli
  3. 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. 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
  5. 5. How To Video
  6. 6. Technology Video
  7. 7. Winners
  8. 8. 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. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. Angela Scibelli Associate Manager, Digital & Social Innovation @amscibelli
  13. 13. MEM B ER MEETIN G 34 SOC IALMEDIA. ORG SAN FRAN CISCO Learn more about past and upcoming Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 34 San Francisco 2-4-2015 Learn more about Member Meetings socialmedia.org/meetings

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