Native advertising is all the rage -- when it works. Hear BuzzFeed and an agency client discuss the challenges each side faces when tasked with developing a native strategy. Presenters: Dianne Hayashi, media director, AKQA @akqa Andy Wiedlin, CRO, BuzzFeed @acwiedlin

1. Program Review
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2. Agenda
GOAL:
Program Goals
WIN:
Program Highlights
RESULTS:
Benchmarks and Lessons Learned
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3. Old Navy Brand Attributes
• Fun
• Irreverent
• Playfully Humorous
• Good Value
• Fashionable
• Inclusive
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4. Create engagement around Old Navy’s:
• Lightacular Contest --> Deck the Web Interface
• Holiday Branded Content
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5. Marketing Goal:
Unify a variety of Old Navy holiday efforts through
fun, engaging content and unique experiences.
• Lightacular Contest
• Twas the Jordan Knight Before
Christmas Holiday Videos
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6. 1) Deck the Web
23,334 - Times The Web Was Decked
(CTR of 3.00%)
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10. Program Dashboard
333,000 - Total Engagements with
Content
86,000 - Social Views to Content
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11. Old Navy created content
that people wanted to
engage with and share.
Here are 4 (of 13)
principles they followed.
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12. 1. Content is
About Identity
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13. 2. Capture the
Moment
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14. 3. Cute Animals
Deserve Respect
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15. 4. Nostalgia is
Inherently Social
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