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Native advertising is all the rage -- when it works. Hear BuzzFeed and an agency client discuss the challenges each side faces when tasked with developing a native strategy. Presenters: Dianne Hayashi, media director, AKQA @akqa Andy Wiedlin, CRO, BuzzFeed @acwiedlin
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Program Review
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GOAL:Program Goals
WIN:Program Highlights
RESULTS:Benchmarks and Lessons Learned
Agenda
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Old Navy Brand Attributes
• Fun
• Irreverent
• Playfully Humorous
• Good Value
• Fashionable
• Inclusive
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Create engagement around Old Navy’s:
• Lightacular Contest --> Deck the Web Interface
• Holiday Branded Content
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Marketing Goal:
Unify a variety of Old Navy holiday efforts through fun, engaging content and unique experiences.
• Lightacular Contest
• Twas the Jordan Knight Before Christmas Holiday Videos
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1) Deck the Web
23,334 - Times The Web Was Decked (CTR of 3.00%)
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GOAL
WIN
RESULT
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333,000 - Total Engagements with Content
86,000 - Social Views to Content
Program Dashboard
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Old Navy created content that people
wanted to engage with and share.
Here are 4 (of 13) principles they
followed.
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1. Content isAbout Identity
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2. Capture the Moment
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3. Cute Animals Deserve Respect
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4. Nostalgia is Inherently Social
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