Old Navy targets Millennials on Yahoo, Tumblr

Old Navy is turning to Yahoo and Tumblr with a new digital campaign directed at Millennials.

The campaign will highlight Old Navy’s newest apparel this spring, and feature tips from the brand’s style ambassadors, Emily Current and Meritt Elliott.

Designed to engage millennial women, the campaign will use Old Navy’s Tumblr page as the content hub and combine native, video and display advertising across Yahoo properties and its extended network. Old Navy will share this content through Sponsored Posts on Tumblr and native ads across Yahoo properties. Additionally, Old Navy will connect with readers of Yahoo Style through video and high-impact images within Yahoo Splash Ads.

Old Navy is the first retailer to use a new feature within Yahoo Splash Ads that displays several hi-res images which consumers can engage with; in this case, the ad will showcase multiple Old Navy spring styles that readers can look through to find the outfit that inspires them most.

Old Navy will also have pre-roll video advertising across Yahoo’s extended network with style tips and tricks from Emily Current and Meritt Elliott to help consumers personalize this season’s trends. The campaign will run through the end of April.