Gap is known for its highly entertaining and frivoulous holiday campaigns.
This year, the retailer is focused on their "Want" charitable giving campaign, designed to drive traffic and engagement with their Facebook page for a worthy cause.
"As we thought about what holiday looked like this year at Gap, we knew we wanted to be the destination for the season’s most coveted pieces while also creating something meaningful for our customers to participate in. The personalities in our campaign support a wide range of causes, and we’re giving everyone a chance to give back to those causes this holiday season.” said Marka Hansen, president of Gap North America.
The campaign asks a number of inspirational celebrities/entrepreneurs/high profile types one question: “if you could give anything in the world what would it be?” Their answers are contained in a series of videos and ads posted on social networking sites, as well as run in mainstream media.
When a fan “likes” the celebrity profile videos featured on Gap's branded Facebook page, the company promises to give $1 per click to a list of organizations including FEED, Baryshnikov Arts Center, Women for Women International, City of Hope and more. People who view the spot can also get a 30% discount if say “Viral30” in the store. The company is committed to donating up to $150,000 to these charities.
The videos feature model and co-founder of FEED Projects Lauren Bush, actress Yaya DaCosta, comedian and writer Donald Glover, True Blood actor Ryan Kwanten, social media whiz Alisa Leonard, actor Reeve Carney, style blogger Susie Bubble, dancer and choreographer Benjamin Millepied and Foursquare founders Dennis Crowley and Naveen Selvadurai.
Gap’s “Want” campaign will also run in December issues of national magazines including Vogue, Vanity Fair, Nylon, GQ, Men’s Health, Rolling Stone, Us Weekly, Parents and Martha Stewart. Outdoor ads will also be running on bus shelters, phone kiosks, newsstands and more in NYC.