Gap launched a social media campaign, Be Your Own T, May 10, 2012 to accompany the launch of a new t-shirt line. The campaign includes customer experiences across Facebook, Twitter, Pinterest and other blogs.
What they got right.
Integration.
“Communities like Facebook, Twitter and Pinterest are an integral part of consumers’ lives, so it’s important that we engage with them on these properties,” says Rachel Tipograph, global director of digital and social media at the Gap.
Each week, a new T.I.Y Project (a take on D.I.Y.) is pushed through their social platforms. The campaign is highly visual with relevant content and hits their consumer target.
Gap is spot on by leveraging key influencer power and reach. Gap collaborated with high trafficked blogs and introduced new content to their target through the blogs.
Web traffic is a big part of increasing online sales. Although, the campaign creates buzz, they miss the opportunity to drive website traffic and direct sales linked to the campaign. When consumers click the content, from Facebook, Twitter and Pinterest the consumer lands on an image. Gap could have brought them directly to Gap.com to get the content and to where they could make a purchase.
Overall, Gap does a great job engaging with their consumers but I think they missed opportunity to increase ROI.