We created a comedic web video to cut through the glut of advertising during Black Friday, and raise awareness about Old Navy’s million-dollar giveaway. The video featured Old Navy celebrity talent, Julia Louis-Dreyfus, adding comedian Kumail Nanjiani into the mix, as well as rapper Snoop Dogg. The comedic duo stars as bungled burglars attempting to steal Snoop Dogg’s one million dollars. Kumail reminds Julia about the million-dollar giveaway at Old Navy, and they both hurry off to the store. This creative was adapted for the broadcast advertisement, as well as featured across digital, social, radio and native advertising. Additional b-roll of Kumail was featured in online videos, and Snoop Dogg was the voice of the Black Friday radio campaign. Images from the video were also used across digital banners and takeovers.

We executed a media blitz building up to, and during the Black Friday sale. First, we released the long-form web video that anchored our creative on November 20th. The video revealed the million-dollar giveaway and featured #onemillthrill. We leaked exclusive online content, including b-roll of Kumail and a :60 version of the spot, on youtube. Our homepage takeovers and native posts (featuring repurposed creative from the web-video) popped up from Nov 20th through Nov 25th, across youtube, yahoo, and buzzfeed. Digital banners designed to match our TV graphics also appeared across the internet from the 25th to the 27th. The broadcast version of the spot aired Nov 22nd through 27th divulging the full 50% off sale message along with reinforcing #onemillthrill. This spot aired in the US and Canada. The Radio, voiced by Snoop Dogg, aired the day before Black Friday and continued through the weekend, reinforcing the sale.

The Black Friday campaign raised awareness about Old Navy’s Black Friday offers and created consumer engagement, while having a positive affect on sales. 149.6 million people saw the spots on TV, while 56.5 million saw the spots on digital and social platforms and 9.4 million sought out the longform spot on youtube, delivering the strongest digital video conversion rate of Old Navy’s 2015 campaigns. It also contributed to a 7% increase in media driven sales year over year. Leading to the biggest reach of any Black Friday Spots in Old Navy History.