Gap has been a stylish and reliable back-to-school destination for decades, but how will it break through the clutter during one of the busiest times of year? As part of a larger celebrity-endorsed campaign in fall 2015, Gap sought to partner with girls (daughters of social content creators) who express their unique voices with the world and encourage others to do so as well. Parents, uncles, aunts, friends, brothers, moms, and dads will join the celebration, unabashedly supporting girl empowerment.
The primary objective was to increase awareness and cultural conversation around girls' empowerment and Gap in creative, thoughtful ways.
For this kind of cultural messaging, Federated Media recommended an inherently social and engaging platform, Instagram, to start the conversation, showcasing young women in an empowering light. This program consisted of four Instagram posts by four different content creators, and both custom and standard media units. We targeted parents with school-aged children, designing the program in a way that empowers young women.
Like Mother / Father, Like Daughter
Showcase a parent and daughter doing an activity you both love together. Alternatively, show your daughter doing something you're proud of – something that reminds you of yourself at her age, or that you wish you had the courage to do.
Through Mom / Dad's Eyes
Capture a special moment where your daughter is doing something unique, kind or brave all on her own. Show her values and personality at work in the world, and tell the story in your caption.
The campaign resulted in positive sentiment and conversation for Gap (small sampling included here – more can be seen in the comments of URLs below).
"Little helpers teach us patience for sure! Love the little in #gap too!"
"Awesome Father Daughter post. Good to start her early. I can still fix lots of things because my Dad taught me how. Handy girl dressed in Gap Kids, love it!!!"
"The whole line is so cute! Bought my daughter the little, but fierce shirt.👍🏽"
"I love @gapkids"