GAP: “MEET ME IN THE GAP”
BRAND PLATFORM & CAMPAIGN
GETTING GAP BACK To IT’S ROOTS
In 2017, Gap was facing a precipitous decline in brand affinity and sales. We were tasked with defining a new global creative platform that got back to the heart and soul of the brand. Helping to stand out in a crowded denim market.
The Challenge
Gap has significant advantages - it’s a well-known, well-loved brand and symbolizes ‘America,’ so it can communicate something meaningful about its home. ‘Meet Me In The Gap’ was a response to the division within a culture - demonstrating that when we come together, there is good in the gaps.
The strategy
Meet Me In The Gap campaign was built for maximum cultural resonance. Partnering with creators across the United States for Fall, an integrated campaign saw creators building unique content and traditional demand drivers coming together, leading to Cher & Future collaborating and ‘breaking the internet.’ Subsequent campaigns and media innovations saw dozens of celebrities and creators come together in the white space to bring the Meet Me In The Gap platform to life.
The Idea & Execution:
Fall and Holiday 2017 were the most successful sales drivers in a decade. Fall gained 1.2bn media impressions in 72 hours. Positive consumer sentiment rose 25 to 1. Video content saw a total click-through rate of 338% above the benchmark Cher and Future GIFs were shared over 137 million times.
The Result:
Holiday 2017: TO PERFECT HARMONY
Janelle Monae anchors a cast of hundreds, bringing the Holiday season to life in a way only Gap could possibly imagine. Digital and social content helped drive sales moments across a huge range of product deliverables and categories.
“BRIDGING THE GAP”
As a PR move to keep attention and engagement high around the Brand, Edward Enniful was bought into the Meet Me In The Gap world - with his Bridging The Gap film, which bought an even more diverse set of stars into the brand platform we’d built.
SPRING 2018: EXPERIMENTS IN COLOR
Working with Kim Gehrig, the Spring campaign bought the joys of colorful denim to life by building our own human zoetrope. Shot entirely in camera, the main film was supported by social product-centric content, and large-scale OOH.
SUMMER 2018: WEARLIGHT
Working with Kim Gehrig for the second time, the summer campaign delivered the story of Gap’s lightest denim ever - Wearlight, by creating a lighter-than-air world for consumers to be inspired and engaged by. By now, we had established a strong messaging and content strategy system deployed at each campaign to tell the right stories and drive sales.