Old Navy, the largest brand in Gap Inc.’s portfolio, saw comparable sales fall 4% in Q2, and its summer marketing failed to deliver the expected traffic. After rewiring its marketing following that summer miss, the retailer anchored its back-to-school push on MrBeast. The Old Navy MrBeast campaign is the first result of a multiyear deal with the creator, whose real name is Jimmy Donaldson.
“Right now, we believe that creators are the ones that are driving culture more than almost anything out there in the world of marketing,” said Damon Berger, SVP and head of shared marketing services at Gap Inc. It is Old Navy’s first back-to-school campaign built around a single creator.
Berger said previous back-to-school campaigns were highly produced ideas, while this one focuses on storytelling from an authentic lens for the communities Old Navy wants to reach. The content mixes comedy, sweepstakes and giveaways for students — including a year of free lunch for a Kansas middle school and cash prizes and gift cards for students who answered meme trivia correctly. It borrows the emotional connection of a creator known for charitable stunts.
Research from HarrisX and Allison Worldwide found 91% of parents say their teens influence their brand preferences. Berger said kids are “hand-raising” the brands they want more than in past decades. With more than 515 million subscribers, MrBeast brings reach and a direct line to that generation.
Gap CEO Richard Dickson pointed to the MrBeast collaboration and a Cardi B denim campaign as signs of a more effective approach, noting the business picked up in August. Their effect on sales likely won’t show until the next earnings report. Old Navy recently named Michael Francis CEO, replacing Haio Barbeito, and plans more creator content heading into the holidays.
A 22% traffic lift is notable, but it covers the days immediately after launch. Evaluate creator campaigns in stages — reach, traffic and then sales. Anchoring on one mega-creator brings attention but also dependence. For a contrast in how MrBeast drives sales without hard selling, see Feastables’ five-step content playbook, which helps clarify what a brand should hand to a creator and what it should keep.
Traffic to Old Navy’s online kids’ assortment rose more than 22% in the days after launch, and the videos passed 100 million views and 1.4 billion impressions on YouTube.
After a 4% Q2 comparable sales decline and a weak summer, Old Navy decided creators drive culture more effectively than highly produced advertising.
It is too early to say. Gap said business improved in August, but the sales impact should become clearer in the next earnings report.
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