Let's Gap Together
Kaiyu Li
Campaign details
Brand owner: GAPAgencies: Y&R ChinaBrand: GAPCountry: ChinaChannels used: Events and experiential, Internet - display, Internet - general, Internet - search, Magazines - business, trade, Magazines - consumer, Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store media,Public relations, Social media, Word of mouth and viralMedia budget: 3 - 5 million
Executive summary
Gap is an iconic brand with a rich cultural heritage in its native US. But when it entered China in 2010, the brand was a little-known one. It faced the challenge of connecting with...