Old Navy is following up on last year’s “Unlimited” viral hit with a new #Unlimited video (watch below) as back-to-school shopping season gets into full swing. The description: “YouTube’s top musical talent performs an original song in this back-to-school music video about what it means to be #Unlimited.”
The Gap Inc-owned brand struck a chord with its 2014 Unlimited back to school musical, featuring a shy girl on her first day of school dealing with her inner nemesis, the Womp Womp.
Old Navy attracted more than 5.7 million views for the social media star-studded video (above) produced with AwesomenessTV and featuring social stars like Miranda Sings. A related charitable campaign raised $1 million for the Boys & Girls Club of America (BGCA).
Cue the brand’s 2015 follow-up, with the “Camp Old Navy—The Meaning of #Unlimited” campaign was inspired by asking BGCA kids and social media influencers what “unlimited” means to them.
The result: an inspirational music video featuring some of AwesomenessTV’s biggest YouTube stars, wearing Old Navy’s campaign t-shirt and its back to school fall fashion collection. The campaign is being promoted with the hashtag #unlimited across social media, online and in-store, with boys and girls‘ t-shirts featuring the #Unlimited hashtag.
The t-shirts are the centerpiece of a larger Camp Old Navy fundraising effort to benefit Boys & Girls Clubs in the US and Canada. From July 24 to August 19, 2015, Old Navy will match in-store customer donations to BGCA and BGCC up to $415,000, while proceeds from the #unlimited t-shirt for boys and girls will go directly to the non-profit organization empowering kids to pursue their dreams.
Customers can also participate in the fundraiser by buying an #Unlimited tee or downloading the #Unlimited song. Donations from song downloads, which Old Navy will match up to $10,000, will be donated directly to Boys & Girls Club of Malibu, which counts #Unlimited songwriter Cisco Adler as a supporter.
It’s the new style of philanthropy—leveraging branded content with a conscience that connects with social media-savvy kids. “It first and foremost is a social campaign,” Old Navy chief marketing officer Ivan Wicksteed tells Ad Age. “We’re hoping that all of the content can live around the hashtag #unlimited and will be available for download, with proceeds benefitting Boys & Girls Clubs along with a portion from #unlimited t-shirt sales.”
BCGA serves nearly 4 million young people and its commitment to the unlimited has saved the lives of 57 percent of its alumni, according to a recent Harris Poll. Other brands supporting Boys and Girls Clubs with back-to-school campaigns this year include Gap, New Balance, Foot Locker, Firestone and Lenovo/Fiskars.