▷ Old Navy and its very artistic 3.0 marketing strategy against the Covid-19 2020 Guide -

Since 1994, Old Navy has been dressing American families and has recognized that the need to serve families has never been greater with the Covid-19 pandemic. How did she react?

Between art and human values…

The health crisis has made it difficult for many Americans to provide for their families’ basic needs. Old Navy did so donated over $ 30 million worth of clothing to needy American families.

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To announce the donation, she chose a unique digital marketing strategy: publish a video on YouTube revealing an original portrait directed by artist Noah Scalin of Richmond, Virginia (United States).

Known for his large-scale artistic creations from everyday items, Scalin painted a portrait of a mother and two daughters, entirely made from brand clothing.

In addition to the donation of clothing, Old Navy also donated 50,000 reusable masks to longtime partners of the Boys & Girls Clubs of America.

At the same time, it works with a number of partners to distribute the goods to vulnerable families, including the non-profit organizations Good360 and Baby2Baby, as well as the transport partner Penske Logistics.

Marketing 3.0, a marketing strategy for people

Old Navy’s brand strategy for the Covid-19 is based on people, its values. She did not hesitate to play on the intellectual and especially on the emotional to stand out.

By taking its place in the lives of Americans, through these various gifts to show that it understands the difficulty of the situation, the brand communicates about its values ​​while promoting its image.

This is the power of Marketing 3.0…