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Gap- #helloMumbai February2016
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Background&Objectives
• Gapwaslaunchingtheirfirsttwostores inMumbaionthesamedayinthesuburbsofthecity
• Theobjectiveswereto:
• Setthecityabuzzwiththebrandlaunch- toreach5millionpeople inthepre-launchphase
• Drivefootfalls tothestoresonday1
• Engagefashionpress inthecitytobuildlong-standingappealforthebrand
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CHALLENGES• Aclutteredmarketplace withanumberof
competitivebrandsalreadypresentinthe
country
• ThestoreswereopeninginlocationsfarawayfromtheKOLmedia
• Limitedbudgets toengageinfluencersforpaidcontent
INSIGHTS• Alocalizedcampaign wasrequiredto
connectwiththeheartofMumbai
• Influencers wouldhelpcreatepre-openingexcitement inthecity
• Aneedtoconnectwithfashionpressoutsideofthestorelaunchastheywere
unlikelytovisitthesuburbanlocations
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CreativeSolutions&Execution
• PartneredwithMumbai'siconic dabbawalas tosay#helloMumbai tosomeofthecity’smostinfluentialnames
andpersonalities
• Kick-startedconversations asthedabbawalas carriedbrandeddabbas andmadetheirwaythroughthestreetsofMumbaito
over250influencers. Thedabbas hadaninvitationtotheGapstorelaunchalongwithGapmerchandise
• Organised apresspreviewintheheartofthecitytoconnect
withrelevantfashionpress&bloggers• Caughtmediaattention throughacustomizationservice,
whichallowedthemtopersonalise theirdenimshirtsandt-
shirtswithachoiceoftheirfavouriteembellishment
• Plannedanexclusivepre-shoppingevening eventontheeveofthelaunchatthestoreinInfinityMall (Malad)from11pm-2am
• Invitedselectbloggers tovisitthemidnightshoppingspecial
• Celebrated D-daywithahigh-octanelaunchbyBollywoodstar
Ranveer Singh attheOberoi Mall,Goregaon store
• Maximizedcelebritypresencewithone-on-oneinterviews &uniquephoto-opportunities
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Gapdabbascapturethe
imaginationofMumbaikars
Identifiedandpersuadedover250influencersinthecity,
includingBollywood&televisionstars,musicians,VJ’s,RJ’s
andbloggerstopostabouttheGapdabbas
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Only6celebrityinfluencer’swerepaidtopostabouttheGapDabbas
AllotherswereinfluencedtopostfreeofcostaspartofthePRcampaign
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PressPreview
Over50+stylists,fashionwriters
andbloggersattendedthepress
previewandbrowsedthroughthe
Spring’16collection
RESULTS• Receivedonthespot
requeststoborrow
clothesformagazine
photoshootsand
celebritydressing
• Over60socialmedia
posts
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StoreLaunchHighlights
• Invitedlocaltelevisionchannels,mainlines and
regionaldailiestocoverthelaunch
• Attendanceof75+bloggers,mediaand
photographers
• Resultedinover100socialmediapostsandonline
articles
• Maximizedcelebritypresencewith one-on-one
interviewswithkeymedia
• IANS
• NDTV
• CNNIBN
• TimesNow
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Themallwitnessedqueuesofover4,000peopleBEFOREthestoreopened
Thepre-launchdabbawala activationgarneredareachof6.3millionpeople
throughsocialmediapostsbyinfluencers,stylistsandbloggers
Asteadystreamofrequestsforsourcing&imageryfromfashion&lifestylemediahasleadtoincreasedvisibilityinKOLpressfor
Gap
CelebritiessuchasSidharthMalhotra,AdityaRoyKapoor,ShahidKapoor,
KareenaKapoor,KritiSanonhavebeenspottedsportingGapmerchandiseat
variousevents
Whilethefootfalls &salesonday1wereimpressive,confidentialityclausedoesnotallowustosharethesefigures