How GAP achieved a +32% sales uplift with their touching Back-to-School campaign
How GAP achieved a +32% sales uplift with their touching Back-to-School campaign
Together with ZMS, GAP successfully leveraged authentic storytelling for emotional impact with its mini-me influencer approach and extensive, prominent placements.
Together with ZMS, GAP successfully leveraged authentic storytelling for emotional impact with its mini-me influencer approach and extensive, prominent placements.
Key Figures:
1.3m
homepage impressions
+32%
sales uplift
2.5m
social media impressions
+130%
GMV increase
Nominee at the ZMS Partner Award 2021
GAP was recently nominated for the Seasonal Category at the ZMS Partner Award 2021 with their Back to School mini-me campaign. The Partner Award “Marketing Excellence 2021” highlights outstanding and innovative campaigns that Zalando partner brands developed and ran together with Zalando Marketing Services. You can read all about the award, and watch the full award show here.
We partnered with ZMS to capture authentic moments with real families, inspiring a sense of togetherness and bringing optimism during an unprecedented back-to-school season.
Kristine Pizzelanti, Vice President Marketing, Store Experience & Licensing – Gap Inc
The Strategy
With over 130 placements and homepage takeovers in 16 markets, GAP x ZMS managed to pull off an amazing and impactful campaign.
Influencer approach
Authentic storytelling was the key to GAP’s success. Together with some incredible influencers, the brand was able to pull off a touching and emotionally impactful campaign, supported by sales across Kids/Baby and Adult categories.
- Influencers were asked to showcase their authentic selves
- Brand assets, as well as influencer created content was leveraged
- Shop the look PDPs were used, making influencer assets directly shoppable
Tips for brands:
- Do something unique: to stand out from other brands approaching the Back to School season, GAP went for a mini-me, matching outfits approach, sparking customer delight!
- Maximum customer convenience: Make influencer looks directly shoppable with Shop the Look PDPs.
- Generate broad awareness: across all international markets and social/onsite channels.
The Results
GAP achieved 1.3 million homepage impressions, a 32% sales uplift, and 2.5 million social media impressions
Curious about influencer marketing? We’ve got you covered on the Inside Fashion Marketing Podcast:
In Detail
Founded in |
1969 |
---|---|
Categories |
Kids |
Services mentioned |
ZMS |
Employees |
117K |
Based in |
San Fransisco |