Old Navy bet on MrBeast for back to school—and it worked. Old Navy has been in a sales slump, so they took a whole new BTS approach: out with glossy, stylized ads, and in with comedy content with the biggest YouTuber in the world. As is the case for—let’s be honest—all of his collabs, it was a huge hit. The brand reports “an over 22% jump in traffic to Old Navy kids’ assortment online in the days immediately following its launch,” as well as more than 100M views for the collab content on YouTube. The appeal MrBeast brings to brands is not just name recognition; his Gen Z and Gen Alpha fans associate him with being charitable, and this campaign included “sweepstakes and giveaways supporting students” to align with that. Creator-centered marketing is a main strategy for Old Navy right now, having partnered with Cardi B for summer denim and the MrBeast tie-in planned to continue for multiple years to come. (Marketing Dive)
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