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Old Navy
Project Type
Integrated Marketing Campaign
Date
July 2015
Awards
2016 Halo Award - Best Social Services Campaign (Silver)
Issued by Cause Marketing Forum · Jun 2016
#Unlimited at Old Navy was designed to empower kids as they headed back to school while raising funds for Boys & Girls Clubs. The campaign aimed to amplify kids' stories by interviewing young members from the Clubs, shedding light on challenges they face—from bullying to homework struggles—and harnessing these insights to drive change. We recruited popular teen YouTube stars to create an original song and video, which became the campaign's vibrant centerpiece. Integrating fundraising efforts across online and in-store channels, the initiative was executed seamlessly through TV, email, online, social media, in-store promotions, and PR. The result was a record-breaking video that garnered over 12 million views and raised more than $1 million for Boys & Girls Clubs—double the previous year’s total—making a significant impact on the lives of many young individuals.
