Old Navy is teaming up with NBCUniversal's StyleCandy initiative, a partnership between the company's Style network and the Daily Candy digital platform that was the centerpiece of its NewFront presentation this spring. "We walked away from Style network a few years ago just because of a shift in the network," said Michele Schuh, Old Navy's director of media, "and with the acquisition by NBCU, they really put some money into it." Schuh added that Daily Candy was already an Old Navy partner.
Style, formerly held by Comcast, made the transition last year into Lauren Zalaznick's group, Entertainment and Digital Networks and Integrated Media. It got an upgrade from its new corporate overseers, and is now Style Media. The company will have five new series this year and six on its development slate, making it a property that NBCU is trying hard to grow, and thus a good investment for Old Navy.
"From our standpoint, we've had an existing relationship with Old Navy, and what they're always looking for is the ability to expand their reach," said Fernando Romero, vp of sales for Daily Candy.
"StyleCandy is a differentiator from a traditional 'TV 360' campaign," said Alicia Munzer, vp of sales for Style. "It's not just a push to the network website." The roll-out will involve Daily Candy's 2.8 million subscribers, content created by the site's editorial staff (especially its fashion bloggers), and custom spots created specifically for the online component of the campaign.
Schuh said that the StyleCandy group would partner with agency Crispin Porter + Bogusky on the campaign; she also said that this was part of an ongoing partnership with Style expected to go beyond the StyleCandy deal. StyleCandy will roll out Old Navy's new Rockstar Jeans line during Fashion Week in New York City. "We are partnering with them for a few quarters, and this is how the partnership will start," Schuh said. Old Navy is also buying other NBCU properties during this upfront season.