Welcome to the Old Navy Marketing Team

Crowdsourcing is a great way to connect with your audience and learn about what they really want to see, and Old Navy has taken that concept to its peak. The clothing brand took to social media and simply asked their fans what they would like to see in an ad. Fans responded emphatically, pitching ideas left and right. Some of the most well-received suggestions from that time were collected and turned into a brand new ad spot.

The spot begins with the caption *this ad was written by the internet* and flashes text bubbles on screen to show exactly what fans wanted. From hopscotch to a myriad of dancing dads, the ad is all over the place, in the best way possible. The ad is a pure stream of consciousness as it channels the feeling of scrolling through a comment section. We have to hand it to the internet, they can make a pretty good ad.

Tapping into the creativity of a brand’s audience fosters a bond between the two, but rarely is it done like this. Old Navy relinquished almost all control of the ad to their fans and those individuals returned something truly unique. The CMO of Old Navy has indicated that this is not the end of their campaign to include fans when it comes to marketing ideas. So start writing ideas, because we’re all on the Old Navy marketing team now!