Style for Women Everywhere


In August 2021, Old Navy announced the launch of BODEQUALITY, “a giant leap forward on [Old Navy’s] mission to become the most loved and inclusive brand through the democracy of style and service,” according to the brand’s president. Old Navy became the first retailer to offer sizes 0-30 and XS-4X for all women's styles at price parity — and turned to PMG to deliver comprehensive digital marketing to match the ambition of the historic initiative.

Old Navy was to launch the initiative with an open letter to “women everywhere,” so our strategy was to ensure that our target audience experienced BODEQUALITY at every touchpoint. Our comprehensive plan would layer full-funnel activations — awareness, consideration, conversion, and community — to introduce the movement, educate consumers on the full range of sizes and styles, tie products to promotion, and then amplify consumer voices championing the movement.

PMG supported Old Navy’s launch with cross-channel digital implementation, content and creative strategy — including designing and developing the BODEQUALITY landing page, social creative, social video, and product stories. We led full-funnel media strategy, planning and buying across digital channels through Alli, including paid social, rich media, digital-out-of-home (DOOH), podcasts, digital video, publisher editorial integrations (including an Instagram Live shopping event in partnership with Popsugar), and paid search.

We brought Old Navy’s mission to democratize shopping for all online, helping every woman see herself in the online advertising and shopping experience. The launch moved Old Navy to the forefront of inclusive marketing, instantly engaging diverse audiences, growing Old Navy’s online communities, and contributing to 2+ billion earned media impressions, with coverage from CNN to The Hill. The broad awareness of BODEQUALITY has led to greater interest in Old Navy, with a 40% increase in brand mentions in social media during the campaign along with search interest increasing nearly 20% since August.

Old Navy has also seen net sentiment improve from 68% pre-campaign to 90%, helping reinforce its inclusive mission in the eyes of its audiences. Beyond awareness and sentiment, the campaign also drove 117% higher customer acquisition, with 3X higher conversion. According to the company, BODEQUALITY doubled the number of extended-size customers in the quarter, 15% of whom were new to file.