Old Navy taps Viners for the second time this year after their summer “Flip Flop” campaign. This time around, Old Navy is putting a social media twist on the holiday gift swap, calling it the “White Elephant” Vine game (in honor of Old Navy’s Fair Isle Sweater used as a backdrop). This game lasts 12 days, with a cadence of releasing one Vine video per day. Old Navy brought in 12 creative Viners with large followings with the specific purpose to respond with a Vine of their own. The Viner would “steal” a previously opened gift or “open” the gift of the day. People who have revined or liked one of the “White Elephant” vine game would be eligible for a chance to win a gift.
Why this matters?
Vine has been largely a domain for Millennials and the Z generation. By Old Navy reaching out to this audience through influencers who have massive amounts of followers, they are introducing themselves to an audience that might not be familiar with their brand.
Foley Ibidapo is a creative strategist with a multidisciplinary background in event marketing, content marketing and social media marketing for non-profits, companies and organizations including: PUMA, Lenovo, Victoria's Secret, Massachusetts Life Sciences Initiative, Didfit, Saucony and Creative Manna.