Name: Devin L Potter

Social Media Marketing Audit

(aka Case Study)

Name of Company: Old Navy

Title of Campaign: Unlimited

Description of Products/Services: Clothing Company

Briefly explain the marketing challenges or objectives that this company faced
before implementing their social media strategy.

Old Navy is still a very commercial brand that has a reputation of being overly
produced and commercialized. This campaign made Old Navy feel real and
authentic. Content looked original and not overly produced appealing to the the
younger generation that is already watching influencers online daily through
YouTube.com.

Who was/are the target market(s) of this campaign?

Young Millinials and the igeneration

What was the key message the campaign was designed to communicate?

We are unlimited in our posiblities and that the first day of school is filed with
potential not filled with fear.

Describe the campaign or social media marketing strategy the company executed.

This campaign took Old Navy into a new realm. The Brand developed from a
clothing company to a company wanting to make the world a better place. It gave
Old Navy a Purpose to help children in the Boys and Girls Club become #Unlimited.
Old Navy followed the campaign with a Fundraising Campaign to raise over
$500,000 to beneifit the Boys and Girls Club of America.

What went well? What did they do right?

Brands are no longer able to just produce safe and good products. As a consumer
we are demanding they do more to better the world around them. Old Navy
followed this lead by promoting the Boys and Girls Club all while still dressing young
attractive children in Old Navy Clothing, at no point did you feel you were watching
an Old Navy Advertisement, however the subliminal message was there.
Advertisements have to be relevant in order to be effective and I believe this
Campaign covers this, its beneficial for the audience, it adds value through music
and a has an inspiring and relatable story.
What went wrong? What could they have done better?

I think Old Navy could of used children from the Boys and Girls Club to star in this
Video. The video would still need to be produced by a professional but I think within
the Boys and Girls Community the Talent could have been found.

What were the results or outcome of the campaign? If it was an unsuccessful

campaign, what takeaways were gained from this experience (for you and/or the
company)?

Old Navy is capable of doing their own part in making this world a better place, and
utilizing its influence for the better. I think this commercial achieved that.

Additional thoughts or comments: (Attach links to resources, campaign sites, videos,

etc. Supporting documents can be submitted as attachments in the Audit Dropbox
along with this file.)

NA