CULTURE FORWARD

 GAP

I worked with an external agency to develop apps built into Gap’s global Facebook channels.

Skills: Commissioning, Concepting, UX Writing, Project Management

12 DAYS OF JOY

THE CHALLENGE

GAP needed a holiday campaign to boost engagement and drive sales across 40 emerging markets. The challenge was to create a campaign that would resonate globally and build daily excitement throughout the holiday season.

THE STRATEGY

I worked with our external agency, Five by Five, to develop the “12 Days of Joy” advent calendar microsite. Each day, a new door was unlocked with a special GAP offer, encouraging daily visits and shares. We supported this by establishing a localized tab on Facebook and posting ongoing social media content, building anticipation and engagement in each market.

THE RESULTS

GAP reused the advent calendar format for the next two years, indicating a positive response. The campaign established GAP’s festive presence, encouraging daily user interaction and brand engagement during the holiday season.

MyDenimStyle Denim App Quiz

THE CHALLENGE

GAP wanted to help customers find their perfect denim fit in a fun, personalized way. The challenge was to design an interactive experience that promoted its classic 1969 jeans and Nothing But Denim spring campaign.

THE STRATEGY

I worked with Five by Five to launch Gap's "MyDenimStyle" quiz app on GAP's Facebook pages. I did the UX writing for the quiz using clear, on-brand language. Users took the quiz to discover their best denim fit, with tailored product recommendations at the end. The app was set up as a Facebook tab, making it easy for users to participate and explore GAP's denim options.

THE RESULTS

Although specific metrics aren't available, the quiz gained positive engagement. It provided a unique, enjoyable way for customers to explore GAP's denim, strengthening its position as a go-to retailer in emerging markets.