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Old Navy's Genius Vine Strategy Is Working

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The gifts Old Navy gave away as part of its White Elephant Vine campaign were just a little bit better than whatever you got at your office's Secret Santa swap. The retailer unveiled one gift-giveaway video a day for 12 days, including big ticket items like a trip to Hawaii, a Whistler ski trip, Vespas, tablets, and zany stuff like pogo sticks. Each video featured the brand's Fair Isle sweater as a backdrop. Old Navy also enlisted 12 Vine influencers to contribute videos to the campaign. Anyone who liked or revined a video had a chance to win one of the gifts.

According to Digiday, the White Elephant giveaways snagged Old Navy a 50% increase in Vine followers, and scored more than 7.6 million Vine loops for the campaign, over 16,000 revines and 45,000 likes. It also topped Old Navy's previous Vine campaign to publicize its flip-flop sale.
· Old Navy Gives The Gift Swap a New Twist on Vine [Digiday]
· 21 White Elephant Gifts You'll Want To Steal Back [Racked]
· No One Wants to See Jimmy Kimmel's Feet in Old Navy Flip Flops [Racked]