PMG Partners with Old Navy to Create a Fully Inclusive Shopping Experience with BODEQUALITY
Abby Long is the Senior Managing Editor at PMG.
Today marks the largest integrated launch in the history of Old Navy with the arrival of BODEQUALITY, an innovative and fully inclusive shopping experience available in stores and online. Through a human-centered design approach, Old Navy is redefining size inclusion and will proudly offer every one of its women’s styles in every size, with no price difference.
With BODEQUALITY, Old Navy is making a bold commitment to the democracy of style and will be the first value retailer to offer sizes 0-30 and XS-4X for all women’s styles at price parity. This transformative shopping experience revolutionizes women’s fashion with updated fits and product designs, alongside a more inclusive store and online experience to give women everywhere the fashion and experience they deserve.
In a note to all global Gap, Inc. employees, President and CEO of Old Navy Nancy Green celebrated the launch of BODEQUALITY, saying:
“Today’s announcement is a giant leap forward on [Old Navy’s] mission to become the most loved and inclusive brand through the democracy of style and service.”
PMG supported the historic launch of Old Navy’s BODEQUALITY with cross-channel digital implementation, and content and creative strategy, including designing and developing the BODEQUALITY landing page and social creative and product stories. In addition, PMG led full-funnel media strategy, planning and buying across digital channels, including paid social, rich media, digital-out-of-home (DOOH), podcasts, digital video, publisher editorial integrations, and paid search.
As detailed by Old Navy’s press release, the multi-million dollar campaign includes:
An extensive out-of-home campaign with close to 500 placements in New York and Los Angeles through highly visual wild postings, static and digital bulletins, on LinkNYC screens, in NYC subways, and on digital billboards in high-traffic areas including Times Square.
An open letter from the brand to “women everywhere” announcing the inclusive and integrated shopping experience that will be featured on the Old Navy homepage, social channels and in digital ads.
Digital media buys with creative assets running across social platforms Facebook, Pinterest, Snapchat, TikTok and YouTube, podcast buys, editorial partnerships with Apple News, Refinery29, theSkimm, Bustle Digital Group (BDG), rich media, and shoppable video, to name a few. The PMG creative team led creative consulting and production for the campaign, which included product stories, social video, creative ad production, and more.
The extensive BODEQUALITY campaign launched August 20, and will continue to build momentum with innovative content, including an upcoming Instagram Live shopping integration. Moving forward, size inclusion will continue to be core to Old Navy’s product and marketing, as BODEQUALITY marks the beginning of a fashion revolution for the company.
“Old Navy is an incredible brand and partner that is committed to championing the values of inclusion, equality and empowerment through its business practices and product design, and we’re proud to partner with them to launch BODEQUALITY with a breakthrough digital creative and content strategy all powered by a robust, integrated marketing campaign,” said Lindsay Weeks, VP of Client Strategy at PMG. “This is so much bigger than advertising. This is a movement to make a meaningful difference in the lives of women, and it’s an honor to be a part of it.”
As mentioned by Adweek, Old Navy tapped ‘Saturday Night Live’ actress Aidy Bryant to star in the BODEQUALITY TV spot to balance the brand’s playfully optimistic brand voice with the significance of Old Navy’s commitment to disrupt the retail status quo and deliver inclusive styles and sizes to women everywhere. The Aidy Bryant TV spot will be supported via ancillary content across social channels and digital video.
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