Featured Campaign
The Old Navy Kids & Baby Sale Campaign combined blogger outreach and hand selecting bloggers to best meet the brand message and requirements.
The campaign goal involved promotion of the Old Navy Kids & Baby Sale in February of 2011. This goal was achieved by using relevant, influential, “mom”, “dad” and “deal” bloggers to inform and engage moms and families about the sale. A printable coupon and a gift card giveaway was used to expand the campaign reach.
Old Navy Kids & Baby Sale
Campaign Dates:
February 4th-17th, 2011
Campaign Elements:
- 10 VIP Bloggers
- Sale Promotion
- Coupon Promotion
- Product Giveaway
- Social Media Blast
- Twitter & Facebook Pushes
Participating Bloggers Combined Influence
Twitter Followers
48,000+
Facebook Friends/Fans
28,000+
Unique Monthly Visitors
415,000+
Monthly Pageviews
1,205,000+
Campaign Statistics
GENERAL
Giveaway entries: ~6,475
Tracked clicks to Old Navy site: ~1,072*
Tracked clicks to coupon: ~717*
* It’s reasonable to assume some direct access to websites by typing URL into browser
SOCIAL MEDIA
Tweets using #oldnavy hashtag: ~2,121
Tweets without hashtag: ~865
Total Tweets: ~2,986
Tracked Facebook shares: ~422**
** There is no accurate method for fully tracking this statistic
Twitter – Feb 4-11
Twitterers
~305**
Tweets
~921*
Exposure
~881,466 impressions**
Reach
~155,244 people**
* Missing report day estimated
** Celebrity Twitterers Not Tallied
Twitter – Feb 12-17
Twitterers
~341**
Tweets
~1,200*
Exposure
~756,718 impressions**
Reach
~102,560 people**
* Missing report day estimated
** Celebrity Twitterers Not Tallied
Facebook Fans/Friends
~28,000
Reader Shares/Likes
~422
Blogger Shares/Likes
~100
Exposure
+ 285,000 impressions
Reach
+ 28,500 people
