Old Navy heads back-to-school in fashion

Who’s on Top? – July 30-August 5, 2018

National TV ad spend for new creative was up for the week of July 30, after taking a hit the previous week. New expenditures equaled $138 million, up 92% week-over-week. Total expenditures for all national TV advertising were $871 million, up just two percent from a week ago.  

Creative Spotlight

Old Navy kicked off its back-to-school (BTS) campaign on television on July 31 after releasing the same ads on digital platforms the previous week. The retailer spent its total TV ad budget for the week promoting affordable fashion and easy in-store pickup when you buy online. As brick and mortar stores continue to compete with online retailers, promotion of digital orders with the convenience of in-store pickup has become a theme among retailers – Walmart has also been promoting this feature in its back-to-school ads this year.

Last year, total BTS expenditures from Old Navy were $21 million, with the bulk of spend placed in August. So far this year, timing and spend for the campaign are mirroring the retailer’s strategy from 2017. The creative is also similar, continuing to use the “hi, fashion” tagline which was introduced last year.

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