GAP

GAP
Shopping Turned On Its Head

Date: Oct 2009

CHALLENGE

Launched exclusively in October 2009 at ten Vancouver-area stores, Sprize is Gap's new pilot rewards program. If an item drops in price within 45 days of purchase, shoppers will automatically receive credit to their Sprize account. With a tight timeline, Fjord needed to spread the word about Sprize among the Vancouver community and generate interest around a special store stunt and press conference.

STRATEGY

Use a Twitter profile, Facebook fan page, YouTube channel and blogger outreach to educate current Gap shoppers, the Vancouver community and influencers about Sprize, and provide them with valuable content to share and exchange. The social media accounts would grow organically during the initial phase of the campaign, and moving forward they'd be supported by Gap's current customer base. 

CREATIVE AND EXECUTION

Fjord worked with Cossette agency partners to create a convergent campaign that drove to web and in-store through a stunt, radio, street teams, public relations, blogger outreach and social media.

The design of the Twitter profile, Facebook fan page and YouTube channels were an extension of the mass creative platform. The content strategy and messaging included Sprize-specific information, store merchandise offerings, behind-the-scenes snapshots and videos, blog mentions and social media-specific giveaways.

A press conference to launch Sprize took place at Gap's Robson Street store on November 5, 2009. Everything in the store had been flipped upside down overnight, and influential bloggers were invited to see the grand reveal. Fjord live tweeted on-site to capture the day's event. Bloggers were interviewed on Flip cameras, and a series of behind-the-scene videos were also shot by Fjord - all shared through the social media channels.

Management of the social media channels will be transitioned to Gap internal staff, but Fjord will continue to provide strategic consult moving forward.

Results

Within a two week campaign:

  • Consumer traffic to the Robson store increased by 116% on Thursday, November 5 over the previous year
  • 30+ blog posts about Sprize
  • 225 fans on Facebook, 150 followers on Twitter, 75 tweets and retweets about Sprize
  • 6,000+ views on YouTube channel
  • Sign ups for Sprize were up 53% on day of stunt compared to average per day since launch of program