The SuperModelquins satire celebrity fashion culture through the filter of affordability. This platform now permeates Old Navy’s entire communications ecosystem starting with all 1,100 stores.

Television provided the stage for a narrative to develop. Advertising was scheduled episodically, beginning on Thursdays with stories developing through multiple TV executions.

This set the backdrop for oldnavyweekly.com which turned boring coupon cutting into a fun, value-hunter destination. Thousands of instore coupons were hidden on a single-page site, liberated by hunting and clicking. These coupons drove customers to the store to get the discount where they’d also see the SuperModelquins in their “day job” modelling clothes.Old Navy Weekly, our printed list of weekly deals appeared as a gossip mag and circular and even making appearances in US Weekly.

The platform created new PR opportunities for Old Navy with Supermodelquins snapped next to real celebrities and reported in gossip magazines.

Within the first 3 months, Old Navy increased communications visibility by 28% taking the lead over Target and Walmart. Advertising spend over this time was consistent with the year prior.A culture of Old Navy coupon sharing was created and fuelled by customers through social media. More than 400,000 coupons were redeemed generating $22,000,000 in sales.

After previously experiencing 20 consecutive quarters of decline, Old Navy saw a positive shift in sales performance, in some months growing by more than 15%.