Paid Media Plan

Haylee Brown, Johns Hopkins UniversityPublic Relations in the Age of Digital InfluenceProfessor Kelly Hur

Situation Analysis

Marketing13%

Rent33%

Other54%

Operating Expenses

• Gap is focusing on building loyalty through brand experiences• Fast fashion retailers are creating more competition• Gap is investing in Omni-channel shopping experiences i.e.

Reserve in Store• Consumers have many choices for clothing retailers• Currently 13% of operating expenses are marketing

gap.com

*Source: http://www.trafficestimate.com/gap.com

• Owned media-high quality photos and copy that explain product features

• Over 21 million monthly visitors to gap.com

• Traffic is down 9% *

Facebook

• Very responsive to customer comments and questions• Posts Daily• Owned and paid media-sponsored ads on news feed

Instagram

• Owned media-link to shop gap.com• paid media- sponsored ads posts• #styldby campaign featuring top fashion bloggers wearing

Gap outfits they curated

Target Audience

Source: http://klear.com/profile/Gap

• Millennial women aged 25-34• 85% of social media audience is women• Top Cities for interaction

• New York• Los Angeles• San Francisco

Media Consumption:• Lifestyle/Fashion

Bloggers• Social Media-

Instagram, Twitter

• On-demand streaming-YouTube

Key Insight

• Use visual storytelling to create customer touch points-moments of influence where consumers can engage with the brand.

• As Gap is getting back to basics the visuals and copy should reflect jeans and basics that can be combined and personally styled using #doyou in all ads.

Proposed Strategy• Paid media is a mechanism to engage consumers with the brand and

convert traffic to gap.com.• Tell the story of Gap through upfront, impactful moments that share the

brand’s optimistic American style.• Choose media platforms where millennial spend time throughout the day.

Spotify

Source:http://www.adweek.com/news/advertising-branding/infographic-what-marketers-need-know-about-millennials-music-habits-170869

• According to Adweek 72% of Spotify users are millennial.

• Create a Wardrobe playlist generator on Spotify that allows consumers to pick songs that reflect the mood of getting dress and picking outfits.

• Spotify has a high concentration of millennials and mobile uses which fits the target audience and push for omni-channel shopping experience.

• This platform allows Gap to reach new millennial women who may not be familiar with Gap.

YouTubeTarget consumers with short in-stream ads that create powerful brand moments and create customer experiences.• Example a video plays of a women

getting ready to start a workout as she removes her jacket and hops into class. She feels comfortable and confident in her Gap Fit outfit. Shot fades out with Gap logo and then #doyou.

Giveaway

• Theeverygirl.com is a blog with over 500,000 monthly visitors.

• These readers enjoy articles fashion, lifestyle, travel, etc.• For this paid media team up with theeverygirl.com for a

sponsored post on fall fashion must haves and a giveaway of Gap jeans.

• Utilize the #doyou to tie back to idea od styling Gap jeans and basics in a personal way. The images for this post will reflect the effortless of getting dressed with the perfect pair of Gap jeans.

MeasurementSpotify• Target strategy that allows you to pick age/gender and geography to

ensure the ads are getting to the target audience living in the top cities.• Playlist allows you to target consumers based on mood.• The view and click through rates will be used to measure effectiveness.

YouTube• Advanced targeting ensures that the ad is direct toward the target

audience-millennial women aged 25-34 • Google adwords and view rates will help measure effectiveness of in-

stream video.

Theeverygirl.com • Number of giveaway entries and click shop the look clicks to gap.com.• Engagement with post-shares, comments, etc.

EvaluationEngagement• Did the media campaign engage the target audience?• Was the campaign shared on social media?• Which platforms saw the most engagement? (Spotify,

YouTube, theeverygirl.com)

Reach• How much of the target audience was reached?• In what areas and what times of day was the campaign

most impactful?

Conversation• Did the campaign create conversations online about

Gap? (blogs, social media, videos, etc.