Old Navy
At a time when Old Navy needed to be revived, the “Supermodelquins” were created to bring back some fun and quirkiness to the brand. This integrated campaign took a poke at celebrity-driven fashion by creating its own cast of celebrities to drive trends and promote latest looks.
TV
Dramas of these plastic celebrities' lives played out on TV, spotlighting the latest items, fashion trends and deals.
Traditional store circulars were made more fun and replaced by "ON Weekly," a gossip magazine-style booklet featuring The Supermodelquins. These celebrity mannequins even landed the cover of People Magazine!
T
DIGITAL
Even coupon-clipping and jean-shopping were transformed into more fun experiences. The celebrity Supermodelquins shared deals on social media, hosted contests, and positioned themselves as experts on fit and style. Coupon-hunting took on a whole new meaning online where thousands of deals were given away each week in the form of Easter eggs and other engaging online games, generating over $25 million in sales.
Within a year, the full cast had appeared in over 1100 Old Navy stores, and were very much a part of the shopping experience. Customers were often seen posing with The Supermodelquins, as were real human celebrities themselves.
After twenty consecutive quarters of decline, "The Supermodelquin" campaign gave Old Navy the revival of fun and liveliness it needed. Sales rose ten percent and generated some of the biggest sales numbers in the history of the company.
The Supermodelquins not only became a part of store culture for Old Navy, but it became a cultural phenomenon on the real world as well. People engaged with the mannequins in store, posed with them, and snapped countless photos with these plastic celebs. Over a decade later, Barker the dog has been dognapped numerous times (perhaps the ultimate compliment) but can still found in store windows.
