The Ask

Position Old Navy as an inclusive retailer in the eyes of stylish moms (F25-49) shopping for themselves and their families, as well as trend-forward millennial women (F18-34) actively engaged on TikTok — focusing on all the different ways shoppers celebrate “The ALL-idays.”

The Insight

It was important to center our stories on diverse creators with truly unique holiday traditions. Because authentic storytelling was key here, we prioritized a TikTok-first strategy to capture first-person narratives from talent in personal ways that resonated with viewers. Sharing their unique holiday traditions with Bustle’s highly engaged TikTok following, these creators helped Old Navy reach their audience in a truly compelling way.

The Solution

Through a virtual TikTok “variety show,” we invited 6x creators to share how they break bread, let loose, and give back to their communities during the most festive time of the year. From NYC style authorities who celebrated Friendsgiving with New York pizza to challah-baking chefs in the suburbs and families of all kinds — we told many different stories to shine a light on all the different ways to celebrate the season. This created an authentic message of inclusion and acceptance that strengthened Old Navy’s credibility as a brand that celebrates shoppers for exactly who they are.