Jul
31
Old Navy CMO Aims to Lessen Brand's Reliance on TV
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Old Navy is looking to online video this back-to-school season as CMO Ivan Wicksteed works to steer the retailer away from its reliance on TV.
At the center of that effort is an online music video for an original song called, “Unlimited,” which plays on the anxieties of the first day of school. The online video aims to build on Old Navy’s success with a recent series of TV spots starring Amy Poehler, whose outtakes went viral on YouTube. Ms. Poehler is also slated to appear in TV ads during the back-to-school season.
“We’re trying to produce content that lives outside of TV,” said Mr. Wicksteed. “It’s more organic content that people want to watch.”
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