Old Navy (NYSE:GPS) has announced a spring campaign for Yahoo (NASDAQ:YHOO) and Tumblr that uses video and display advertising. The campaign is meant to showcase the retailer's newest apparel to millennial women and engage them by providing tips from style ambassadors Emily Current and Meritt Elliott.
Old Navy's Tumblr page will serve as the hub for the new content, which will also be shared through sponsored posts and native ads across Yahoo properties.
"Digital advertising is evolving quickly for fashion brands, so it's more important than ever for us to find innovative ways to share content that enables us to connect with our consumer in meaningful ways," said Michele Schuh, director of media for Old Navy. "Rich social experiences on social platforms like Tumblr and native and online video advertising allow us to do just that. Our spring campaign is one example of how we're creating accessible fashion content that our audience can relate to, and sharing it in places—like Tumblr and Yahoo—she relies on and trusts for fashion info and tips."
The retailer will be the first to use a feature within Yahoo Splash Ads that displays several high-resolution images that users can engage with. Old Navy will showcase multiple spring styles that readers can look through to find the outfit that inspires them most.
Old Navy has been an active user of social media as it maintains interaction with consumers and promotes its brand. Last spring it was one of a dozen retailers to partner with Pinterest on a paid test to experiment with promoted pins.
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