Old Navy: #Selfiebration, presented by Angela Scibelli
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Angela Scibelli of Old Navy presented a case study about their #Selfiebration social media campaign. The goals were to create a campaign driven by social media that also had real-world engagement, integrate it with other marketing, and exceed engagement from previous campaigns. The campaign included a selfie contest on multiple platforms that received over 19k mentions and 13.5k entries. It also had over 143k on-site impressions and 1 million paid social engagements, far exceeding previous campaigns. Lessons included leveraging influencers, multiple platforms, and early agency collaboration.
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Old Navy: #Selfiebration, presented by Angela Scibelli
- 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. Angela Scibelli Associate Manager, Digital & Social Innovation @amscibelli
- 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. 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. How To Video
- 10. Technology Video
- 14. Winners
- 15. 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
- 19. 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
- 20. 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
- 21. 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
- 22. Angela Scibelli Associate Manager, Digital & Social Innovation @amscibelli
- 23. 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