Old Navy must think it’s the post office because all it cares about these days is “male” delivery (rim-shot, please).
Juggernaut retailer Old Navy is pushing ahead with a new integrated mobile marketing campaign that exclusively aims to reach 25- to 35-year-old male consumers.
And you’ll begin seeing ads and videos starting today.
Old Navy has bestowed a catchy moniker upon the campaign: The “Dress Like a Guy, Not That Guy” campaign.
According to the company, the campaign heavily enters on interactive print ads to be released in conjunction with online and mobile components.
The campaign in question marks the company’s first mobile campaign targeting this all-important male audience.
“We haven’t spoken directly with the target demographic for a few years, and this campaign is a spirited way to reignite the conversation,” says Catherine Rhoades, global communications manager at Gap Inc.
The ads launching Thursday primarily focus on driving traffic to Old Navy’s Facebook page, which promotes the menswear sale. 25% off coupons can be printed or sent wirelessly to mobile phones.
Old Navy, however, says the bulk of the company’s print ads will appear in Maxim, a hugely popular magazine for male readers – at least those who get past the pictures.
“We know our target customer reads Maxim and most of them feel that Maxim is a natural, comfortable and credible source for outfitting advice,” says Rhoades.