Back to school shopping has changed dramatically, with the retail season starting as early as July and kids making more decisions on what they want to wear than ever before.
Whilst competitors were all chasing the latest popular young YouTubers to get kids attention, we focused on a different group of influencers, teachers.
We set-out to stand-out and build a cultural groundswell of support from kids, parents and communities to highlight one of the most important, yet unsung, heroes of America’s youth: the teachers who inspire their students into leaders.
Inspired by Chicago teacher Dwayne Reed’s viral music hit ‘Welcome to the 4th Grade’, we partnered with iamOTHER – Pharrell William’s creative collective to create a campaign which would support Old Navy’s CSR initiative ‘ONward’, which helps under-privileged children reach their potential.
We paired 8 truly inspirational teachers from across America with songwriters and showcased their talents with a series of 8 music videos – featuring the teachers and students ‘rocking out’ in Old Navy clothes.
To guarantee authenticity, each teacher collaborated with a songwriter creating an original song of what was important to them. These songs were compiled and released as an album called “ONward!,”
To launch the campaign, the music videos debuted on the teachers’ social channels, the teacher’s stories and videos then featured on viral content site, Upworthy.
We released the songs as al album on Spotify; featured the music videos on Vevo, and leveraged influencers on Musical.ly – who created their own versions of songs. And we developed an on-air integration with one of the teachers and kids on Jimmy Kimmel Live.
The content was promoted across Old Navy social channels and PR, delivering more than 1BN ‘back-to-school’ impressions. The music videos were viewed 25m times and our digital media drove more than 750,000 visitors to the Old Navy eCommerce site.
We saw a 4% increase in sales in a retail industry that was on a downward trend and brand familiarity increased 11%.
Old Navy raised over $730,000, and matched it with $270,000, donating a total of $1Million to Boys and Girls Clubs.