Old Navy, a popular American apparel brand, has rolled out a web and mobile telenovela, Estilos Robados, or ‘Stolen Styles.’ With this saga, the company aims to reach 20-something Hispanic women that are passionate about fashion. The episodes are to attract their attention with comedy and drama scenes from the life of a hot TV star Isabella Reyes. 

Photo: a snapshot from Old Navy’s Facebook page

To create the telenovela that debuted in October 14, Old Navy has partnered with Spanish language media company Telemundo. Each Friday for six weeks, a new 5-minute segment of the saga will appear online. At the end of each video, viewers are asked to “choose her outfit, choose her fate,” by voting on one of two outfits for the main character, Reyes, to wear in a key scene in the following episode. The concept of the campaign was developed by a digital agency AKQA.

The episodes cycle will air through November 18 on the Estilos Robados tab on Old Navy’s Facebook page, as well as on its Spanish YouTube channel and on a Telemundo-produced mobile landing page, Telemundo Movil. The first video has 867 views on YouTube , the second only 306 for now.

«Telemundo’s knowledge and appeal to Hispanic women was vital to the creation and execution of a fun, interactive experience for our customers,» said Deborah Yeh, VP of Old Navy marketing, in a statement. «We hope to continue to grow Old Navy’s connection with this demographic through ‘Estilos Robados’ and this type of partnership.»

According to Ad Age, Old Navy also hired a Puerto Rican fashion expert, Yanira Garza, as a spokesperson and distributes a Hispanic version of its circulars in top Latino markets.

The campaign will also include an exclusive digital media, outdoor placements in Miami and in-store flyers in key markets.

The Estilos Robados is not first Old Navy’s digital campaign. In summer Old Navy ran its first ad campaign exclusively for men, which included virals ‘Supar Tool’ and ‘Corporado.’