GAP BEACH TRIP
Celebrating the spirit of summer Influencer Campaign
How we took GAP’s special brand of West Coast Cool all the way from Cornwall to the south coast of Italy.
In a nutshell, we needed to make GAP synonymous with summer and bring to life
the ‘effortlessly cool’ vibe of their 1969 denim range.
More specifically, our activity was to build brand awareness, get new customers on board
and sell the summer range in a memorable and interactive way, on a small budget.
Our target audience was pretty much the Instagram generation with a sweet spot of 28,
based all across Europe.
We created a campaign built around an interactive roadtrip adventure,
taking an effortlessly cool summer to the people.
Transported in an iconic VW camper, our brand experience stopped at popular beaches and
summer events from Newquay in Cornwall all the way to the west coast of Italy.
On arrival, the camper opened up to feature an interactive pop-up shop and a photobooth
for shareable content.
To amplify reach, we recruited key influencers to come along for the ride. Modelling key summer looks,
they shared content with their own followers and on GAP’s social channels to help us to tell our story.
GAP fans were also a key part of the journey with key decisions put to the vote on social media,
from who’s on board to who wears what.
18 million impressions
17 million reach
68.8% stronger growth (than same month previous quarter)
31% increase in hashtag use