Old Navy is targeting their latest advertising campaign to their favorite customer personification: "Jennie."
The fictitious "Jennie" is a 25 to 35 year old woman looking for on-trend fashion at great prices for herself and her family. She looks for a fun and innovative shopping experience.
The new campaign, “Old Navy Records: Original hits. Original styles.” is designed to connecting with her through her love of music and fashion.
Yes, Old Navy has created ficticious "Jennie" as a target personification, and "Old Navy Records" as a fictitious record label, with fictitious bands.
“Music is synonymous with fashion for Jennie. What she listens to is as important as what she wears and we are always looking for new and culturally relevant ways to engage with her,” said Amy Curtis-McIntyre, senior vice president of marketing at Old Navy. “By integrating music with Old Navy’s on-trend looks, we build more energy between Jennie and the brand.”
The music and videos featured in the campaign are produced by music house Honor Roll and directed by music industry legend Joseph Kahn, known for producing famous videos such as Eminem and Rihanna’s “Love the Way You Lie,” and Britney Spears “Toxic.” Original Old Navy bands perform the new songs beginning with The Audio Threadz making their debut with “Super C-U-T-E.”