GAP

Gap ran carousel video ads in Instagram Stories to create more buzz, boost brand awareness and reach new customers for the Logo Remix collection, resulting in a 17-point lift in ad recall.

THE STORY
Iconic American retailer

Gap is one of the world's most iconic apparel and accessories brands and the authority on American casual style. Founded in San Francisco in 1969, Gap's collections are designed to build the foundation of modern wardrobes—all things denim, classic white shirts, khakis and must-have trends.

17-point

lift in ad recall

4-point

lift in message association for Instagram Stories

73%

higher click-through rate than previous Instagram campaign

The captivating nature of Instagram Stories provides another platform for consumers to experience the Logo Remix campaign—which is all about paying homage to past Gap logos, while featuring today’s global culture remixers. We love using Instagram’s creative tools to highlight creative, and the full-screen format of ads in Instagram Stories makes it feel like you’re part of the remix.
CRAIG BROMMERS, CHIEF MARKETING OFFICER, GAP
THE GOAL
Celebrating a logo remix

Gap wanted to celebrate and create a buzz about the recent launch of the brand’s Logo Remix collection.

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THE SOLUTION
Giving a new ad format a twirl

Gap wanted to shine a spotlight on its exciting Logo Remix program, a collection of apparel for men and women highlighting one of the most recognized logos in the world. The “Logo Remix” collection included signature Gap styles—such as tees, sweatshirts and rugby shirts—thoughtfully designed with logos from throughout the decades.

Gap collaborated closely with Facebook Creative Shop to come up with a fun, high-energy digital advertising campaign. Gap tested a new eye-catching, full-screen ad format—carousel ads in Instagram Stories. Facebook Creative Shop and Gap followed mobile-first best practices to build out the short-form, vertical video creative, including using upfront branding, simple messaging and Instagram fonts and features.

The swipeable, 3-card carousel ads in Instagram Stories featured the world’s leading culture remixers, such as singer-songwriter SZA and chart-topping producer Metro Boomin, among others, all dancing to Metro’s remixed hip-hop version of the classic Thompson Twins’ song “Hold Me Now.” Each card of the carousel was clickable, with “Swipe up to shop the collection” call-to-action buttons that linked to the Gap website where people could learn more or purchase.

Gap served the ads to US adults aged 18–34, as well as to people with an interest in women’s clothing and fashion, men’s clothing and fashion, streetwear, contemporary rhythm and blues music, hip-hop music, 80s music and SZA. Gap determined the results of this campaign—which ran from February 1–19, 2018—using a Facebook brand lift study, which revealed:

  • 17-point lift in ad recall

  • 4-point lift in message association for Instagram Stories

  • 73% higher click-through rate than previous Instagram campaign

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