Creating Effective Facebook Pages: Gap’s “Born to Fit” Case Study
August 18th, 2009 | Written by Caroline Tall
Every week, advertising publication Creativity Online delivers a weekly round-up of the top 20 latest and greatest creative marketing campaigns. This week, Creativity Online released its current AdCritic Top 20 list with the Gap “Born to Fit” campaign situated at number one: http://borntofit.com. The Facebook hub for Gap’s “Born to Fit” 1969 premium jeans, the website provides an excellent example of how to execute an effective Facebook Page to promote a product or service.
Here’s a breakdown of just what makes this campaign so compelling, using Facebook Page management strategies utilized by EDU Interactive and Castle Advertising as a guideline:
Strong Vanity URL
Facebook recently launched the ability to create a unique vanity URL for Facebook profiles and company pages. In the Gap: Born to Fit campaign, Gap capitalized on this opportunity and opted to use the campaign tagline as the URL. The result: A short, memorable URL that simultaneously creates brand reinforcement, authentically represents the company and enhances SEO.
Specific Landing Page for Non-Fans
Currently, Facebook Pages are set up so that the “Wall” tab is the point of entry for all fans when visiting the page. However, Facebook allows company pages to choose which tab to use as a point of entry for all non-fans. In the case of Gap, the “Born to Fit” tab is set as the landing page for all non-fans, thus exposing all new visitors to the latest Gap promotion.
Fan Interaction
You’ve heard the phrase– “Social marketing is about building relationships.” In the “Born to Fit” campaign, Gap puts this adage into practice by encouraging fan interaction through a variety of methods. Visitors can trade fashion tips in a discussion forum under the “Style Tips” tab. Visitors can create their own “Born to” Gap ads and share their own styles through Polyvore, an online image-mixing app. And visitors can also view videos featuring designer Patrick Robinson and Gap models about what they were “born to do.” By providing value back to the customer, the Gap “Born to Fit” campaign facilitates buzz and awareness, builds consumer loyalty and reinforces branding.
Cross-Promotion
On the main page, the Gap Facebook hub makes excellent use of cross-promotion by featuring the Facebook pages of sister companies Banana Republic, Me&Ro, Piperlime, Old Navy and Athleta in the “Favorite Pages” box. In addition, viewers are invited to further delve into the brand by following Gap on Twitter, checking out the YouTube channel and downloading Gap’s latest iPhone app.
With 332,360 fans and counting, the Gap “Born to Fit” campaign is clearly yielding excellent results for the company. And the website not only produces results, but does so in a fun, engaging manner that creates brand loyal customers. What are some of YOUR favorite company Facebook Pages?
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[...] campaign traditions, Gap encouraged fan interaction and created an unprecedented word-of-mouth buzz. Share [...]
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