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Gap

Advertising pitch
by

Jennifer McIlroy

on 10 December 2013

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Transcript of Gap

Finally
PRIMARY RESEARCH FINDINGS
SECONDARY RESEARCH FINDINGS
TARGET MARKET
OBJECTIVES
CREATIVE PROPOSITION
MEDIA PROPOSITION
Online
Billboards/Outdoor
To engage with the specified target audience by February 2015 on a variety of platforms.
To increase in-store sales by 10% by February 2015
To increase traffic to Gap's website over Cyber Monday 2014 by 25%
To increase online sales by 20% by February 2015.
To improve the current brand image of Gap by February 2015 in the aged 20-30 target audience.
COMPETITION
Male and Female , ages 20-30
Fashion conscious
Students,graduates and young professionals
Favors online platforms
Lack of awareness of past advertising - Target Audience too broad
Brand perceptions less favorable in younger market
Style is a key consideration for the younger audience - Gap fail to deliver this perception
Social Media is highly regarded across all age groups
TIMESCALES AND BUDGET
Simply Style
Reflects successful 90's campaign - Black & White era
Emphasis on Gap's simplicity
Restoring Gap as a trendy brand
Gap has global success but fails to attract consumers in the UK
Recent closure of stores, with hopes to modernize its signature look
Successful campaigns include 'Individuals of Style' and 'Who Wore Khakis'
Uses social media effectively to gain consumer feedback
Duration of the campaign, November-January, high capacity- high impact
Budget - £1million
Reinvestment to boost UK online, lasting impact
Full transcript