Just dance.
Launching the new back-to-school campaign, we highlighted the importance of self expression through dance. As both director and choreographer, actors Jon Heder and Efren Ramirez joined us for 20th Anniversary of the cult classic, “Napoleon Dynamite”. Helping us inspire a new generation to be unique.
Fall 2024
Gap Omni-channel Marketing Campaign
The Yearbook
A curated landing page rooted in self-expression and head-to-toe outfitting for every tiny dancer.
The Challenge
What is our Strategy to keep the content fresh for 45 days?
How do we infuse movement and dance?
The Solution: 3 stage launch
Promotional imagery grid showcasing breadth of product integrating price points.
Campaign launch with video & main imagery.
Stage 1: The Preview
Utilizing top buys and seasonal styling we put together a small capsule without showcasing styles in the campaign launch.
Stage 2: The Campaign Launch (Emails)
With a promotional price point integration around the campaign it allowed us to keep sale language to a minimum and let the campaign have a big moment.
Stage 3: Promotional
Utilizing the more emotional selects + a grid to showcase a new refresh to the customer. We pushed promotional time period while integrating price points to the user down the scroll of the homepage.
The Results
All stages compared to last years numbers.
Stage 1 Preview
+136 Engagement to Uniform
+22% to engagement on site
Stage 2 Campaign Launch
+38% on engagement
+6% net demand to toddler division
Stage 3 Promotion
+19% to engagement on site
+12% traffic to site
+5% to net demand