By transforming Gap’s existing fan page into the ultimate denim destination, consumers explored fit and style details, virtual runway shows, multimedia fashion tips, and more so they could find their ideal fit, style it out, and share with friends. Understanding that Gap’s target is often on the go, we also developed a social shopping tool on the iPhone that enables users to mix and match clothes, find inspiration, and get advice. Outfits are easily shared on Facebook and within the iPhone community for feedback.

The campaign reached over 37 million unique users and garnered 52 million additional impressions through Facebook. The Gap fan page surpassed 470k fans – an increase of 43% across the campaign – providing Gap with an audience who has opted-in for valuable, ongoing communication. The innovative iPhone app was also featured in Apple’s fall TV campaign, resulting in significant downloads of StyleMixer even after our Gap campaign ended. And most importantly, a Nielsen BuzzMetrics sentiment study proved positivity towards Gap denim outweighs negativity by a 4:1 ratio. More consumers said the jeans are comparable or better than premium competitors.