Gap- #helloMumbai February2016

Background&Objectives

• Gapwaslaunchingtheirfirsttwostores inMumbaionthesamedayinthesuburbsofthecity

• Theobjectiveswereto:

• Setthecityabuzzwiththebrandlaunch- toreach5millionpeople inthepre-launchphase

• Drivefootfalls tothestoresonday1

• Engagefashionpress inthecitytobuildlong-standingappealforthebrand

CHALLENGES• Aclutteredmarketplace withanumberof

competitivebrandsalreadypresentinthe

country

• ThestoreswereopeninginlocationsfarawayfromtheKOLmedia

• Limitedbudgets toengageinfluencersforpaidcontent

INSIGHTS• Alocalizedcampaign wasrequiredto

connectwiththeheartofMumbai

• Influencers wouldhelpcreatepre-openingexcitement inthecity

• Aneedtoconnectwithfashionpressoutsideofthestorelaunchastheywere

unlikelytovisitthesuburbanlocations

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

Gapdabbascapturethe

imaginationofMumbaikars

Identifiedandpersuadedover250influencersinthecity,

includingBollywood&televisionstars,musicians,VJ’s,RJ’s

andbloggerstopostabouttheGapdabbas

Only6celebrityinfluencer’swerepaidtopostabouttheGapDabbas

AllotherswereinfluencedtopostfreeofcostaspartofthePRcampaign

PressPreview

Over50+stylists,fashionwriters

andbloggersattendedthepress

previewandbrowsedthroughthe

Spring’16collection

RESULTS• Receivedonthespot

requeststoborrow

clothesformagazine

photoshootsand

celebritydressing

• Over60socialmedia

posts

StoreLaunchHighlights

• Invitedlocaltelevisionchannels,mainlines and

regionaldailiestocoverthelaunch

• Attendanceof75+bloggers,mediaand

photographers

• Resultedinover100socialmediapostsandonline

articles

• Maximizedcelebritypresencewith one-on-one

interviewswithkeymedia

• IANS

• NDTV

• CNNIBN

• TimesNow

Themallwitnessedqueuesofover4,000peopleBEFOREthestoreopened

Thepre-launchdabbawala activationgarneredareachof6.3millionpeople

throughsocialmediapostsbyinfluencers,stylistsandbloggers

Asteadystreamofrequestsforsourcing&imageryfromfashion&lifestylemediahasleadtoincreasedvisibilityinKOLpressfor

Gap

CelebritiessuchasSidharthMalhotra,AdityaRoyKapoor,ShahidKapoor,

KareenaKapoor,KritiSanonhavebeenspottedsportingGapmerchandiseat

variousevents

Whilethefootfalls &salesonday1wereimpressive,confidentialityclausedoesnotallowustosharethesefigures