Generating over a million page views for Gap with an influencer-led content campaign

“The Greenlight team were instrumental to the success of this campaign, fully managing the relationship with the media partner and ensuring the smooth-running of the 10-month long campaign. This was a complex partnership with many moving parts, but we were extremely happy with the strong results in driving traffic and finding new audience to direct to”

Luna Woodcock, Marketing Manager (Media), GAP

The Objectives

  • Gap wanted to raise awareness of its new season products amongst a broad, culturally curious audience across Europe
  • It wanted to invite people to relearn the definition of a Gap staple – the Khaki – while demonstrating its overall product versatility to make Gap an appealing destination for contemporary and creative style
  • We had to find a way to make Gap stand out in a saturated online market with brands shifting their focus to digital due to lockdown and the absence of a bustling high street
  • Ordinarily, we would have looked to drive traffic to both stores and online but due to the national lockdown, our goal was solely to drive traffic through to the Gap website whilst building their online presence

The Strategy

  • We partnered with Who What Wear to run 10 influencer-led content pieces from June 2020 to March 2021
  • A narrative around the influencers' looks was published on the Who What Wear website, with each of the products linked to drive traffic through to the Gap website
  • The editorial piece was supported with dark social posts across Facebook and Instagram promoting the story
  • We served display banners to roadblock the article which added another cue to drive people to site, as well as guaranteeing Gap was the only featured brand on the page
  • The banners changed with each season to reflect the latest Gap initiatives and product drops
  • The Who What Wear partnership pieces were run alongside our usual seasonal campaign activity for Gap as part of a wider strategy to support its always-on brand activity

The Results

  • The Who What Wear articles generated 1,142,000 page views and over 12,000 clicks driving people through to product-specific landing pages
  • The average click-through rate for product links from each article was 0.94% with one article peaking an incredibly strong 1.45%
  • Across all influencers, the average engagement rate for in-feed posts was over 3%
  • 70% of conversions driven from Who What Wear’s 2020 activity were incremental to those driven by Gap’s usual performance activity
  • Who What Wear conversions had the highest average order value of all our activity