GAP: CRM Integration

GAP, a clothing brand, increased sales during Chinese New Year by giving away coupons on its WeChat moment ad in China.

Campaign details

Brand: GAPLead agency: Mindshare ChinaRegion: APAC

Objectives

GAP wanted to put out a WeChat moment ad after Chinese New Year.

If you know anything about WeChat ads, you know that to cut through you need to have exciting visuals, attractive celebrities or ride on an exciting, hot topic.

But, GAP didn't have any of them.

The ad mechanism is simple: WeChat users can get cash coupons when clicking the ad. Those coupons valued RMB 20.17-2,017 can be used in GAP offline stores.

Target audience

18-34 years old

Creative strategy

It was clear that...

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