“hi, fashion; hi, family; hi, fun; #sayhi” are the first words you see when you check out Old Navy’s Instagram.
Or maybe it’s the 2,147 posts and 1.2 million followers you see first. (And if you follow them on Instagram, you probably follow them on Facebook, where you’re one of nearly 10 million followers, an impressive number for sure.) Then you see the fun emojis: a dress, rainbow, watermelon and a waving hand.
Old Navy is telling us they’re all about style, diversity, fun and friendliness. They create great content for their target audience, and it underscores their overall brand messaging and positioning. Old Navy drives this messaging consistently across social platforms, and their Instagram is the epitome of this consistency.
Building an effective social media extension of your brand is crucial for retail these days. Giants like Amazon aren’t sleeping and sometimes have the ubiquitous privilege of becoming their own verbs. When you want to shop and ship quickly, just “Prime” it.
While not every retailer is directly competing with Amazon, the message of 2017 is still clear: A unique digital presence is paramount to success.
Old Navy’s 1.2 million Instagram followers aren’t a fluke, and users don’t fly through the photos unaware of who Old Navy is. The brand has crafted a unique presence in a tough corner of retail. On Instagram, they’ve teleported that unique brand without any pretense.
Here are four ways that Old Navy consistently drives their brand messaging: