OLD NAVY Black Friday X MELISSA MCCARTHY

To help the brand stand out in a sea of Black Friday sales, Old Navy featured its first of many cash giveaways along with their biggest sale of the year. With the help of Melissa McCarthy, this became the most successful Black Friday sales event in the brand’s history at that time.

For Black Friday, the strategy was to create cultural buzz for the biggest sale event of the year. Core messaging was less around product and more around the shock and awe of the giveaway and storewide 50% off discount. This allowed us to create a continuing program of mini- movies, that were story-driven with a mission to be part of the cultural conversation.

With this strategy used in successive years, Old Navy bested their Black Friday sales year upon year for the duration of our comedic celebrity campaign work.