PROJECT LEMONADE 🍋
Role - Strategy & Creative Direction
Project Lemonade is a storytelling initiative that will do just that – take the lemons that this pandemic is handing us and make them into lemonade.* To really help our customer (aka our extended family, aka all of us) find new ways to squeeze more fun out of life, together.
a little hello 👋 from our kids, pets, sibs, snacks, fleece, coffee, wine, and all the other things getting our hq team through day infinity of quarantine 🤗
TOGETHER
Encourage connection & bonding; letting her know that we see you, we hear you, we are you
if you're anything like us, you're 1. extremely online 2. craving a news break 3. in need of lightness ☀️we're here for you! in the spirit of spreading joy, tell us what you want to see pop up on our feed. new fashion? lol memes? fluffy puppies? things to distract the family with? let us know and we'll do our best to bring some fun to your day
p.s. feel free to share your own posts and tag us! let's keep this digital togetherness going 🌈
we know things are strange right now, and we know that a little retail therapy can be a major mood-lifter ☀️ that's why we're implementing special safety procedures at all our distribution centers, so we can deliver joy (aka new clothes) while keeping our teams – and you – safe.
taking care takes time, so unfortunately we're experiencing delays in shipping orders. bear with us! things are changing day by day, and we’re adapting as quickly as we can. a big thanks for your patience and support as we get through this, together 💙
FUN: family fun UGC / community
Share our followers’ moments and experiences around a specific theme (cozy, critters, etc.)
while we can't offer rolls of tp or a virtual babysitter (new business idea!), we *can* offer some cozy photos you've been sharing with us. keep posting those at-home selfies, they're making us feel the feels 😍
When its friday *and* #nationalsiblingsday 🕺🏽🕺🏽🕺🏽 @triyofitness
FUN: service based product recs
Who couldn’t use a little retail therapy right now? We know she still wants fashion, and value, but we also need to be conscious of what she’s really looking for right now – and what she’ll be wanting to shop for 6 months from now, too.
#animalcrossing just got cozier! you can now wear our hoodies in the ultra-popular game—because even your avatar wants to wear fleece right now 😊
no judgment if you add your sun, moon, *and* rising signs to your cart 💫
here's something to#smizeabout: multi-packs of reusable non-medical face masks* in sizes for you & the kiddos!
so, what does yours say? 💌
the tees, the jams, the snacks: pick your memorial day weekend kit ❤️🤍💙
the missing piece to your almost-summer, backyard-picnics-and-sunset-strolls wardrobe? fresh gingham 🧩️
controversial opinion: denim jackets are the ultimate wardrobe mvp 🏆
LIFE
Championing resilience & adaptation in a changed landscape
At old navy, we believe that everyone is family, that we are better together, that we all belong. we believe in a world of equality & opportunity, for everyone. and we want a better world for our children, and it starts here. now. with us.
“Even in a time of isolation and distance, of weirdness and challenge, of fear and anxiety, we have the power and the privilege of bringing a little bit of joy to our customer. Whether that’s sharing what the company is doing big-picture in the midst of crisis, giving her quick ideas for dressing & entertaining the kiddos, or just letting her know that we’re *also* de-stressing with new joggers and Ozark...we want her to know that we see her, we hear her, we are her, and we all want to make the best of a weird/terrifying/crazy/unprecedented/challenging time.”
💙We also made fun giphy stickers for Instagram story 💙
