Alloy Digital and Old Navy Serve Up Some ‘Style Rules’
Old Navy has partnered with Alloy Digital to launch a two-part branded web series on Alloy’s ClevverTV YouTube channel. Called “Style Rules,” the program will pit six YouTube style vloggers against each other to see who can create “fresh and exciting looks” from Old Navy’s fall denim line. Hosted by celebrity stylist and Elle magazine creative director Joe Zee, the show will feature style vloggers like Secret Life of a Bio Nerd, Eleventh Gorgeous, Meghan Rosette, and Sorry Girls.
In a statement, Michele Schuh, media director at Old Navy, pointed to Alloy’s reach among young females online as well as the value of using authentic voices in promotional content, as reasons for sponsoring “Style Rules.”
Targeting 18- to 24-year-olds, the series will live on ClevverTV, an entertainment news channel (760,000+ subscribers) covering celebrities, movies, music, and style. Alloy says it plans to run display and video ads across relevant sites and properties within the network. There will also be “dedicated series promotion” across the featured YouTube stars’ social media channels.