SOCIAL MEDIA PAID

Submitted By: Sumit Thakur

 ABOUT OUR
COMPANY
Gap is an American clothing and
accessories retailer founded in
1969 by Donald and Doris Fisher
in San Francisco, California.

The company's original idea was

to make it easier to find jeans that
fit. In the over 50 years since the
Donald
company has grown into four
&
brands, and our initial commitment
Doris Fisher
to do more has grown into a global
ambition to champion equality,
inclusivity, and sustainability.
 01
Strategizing, Planning & Executing
(Campaign)
1. What will be the campaign objective?
 CAMPAIGN
OBJECTIVE

Increase online sales for the winter collection by

Primary Goal
15% during the winter season

Enhance brand recognition & reach among the

Secondary Goal
target audience for GAP.

Campaign Budget 5,000 to 10,000 USD.

Campaign Duration 2024/12/01 - 2024/12/30 (30 Days)

 Brand Awareness Audience Engagement

Focusing on creating interactive content to

Continuing to increase brand visibility and
foster meaningful connections with their
recognition through engaging content,
audience, encouraging likes, shares,
collaborations with influencers, and strategic
comments, and user-generated content.
partnerships.

Product Promotion Community Building

Highlighting new collections, seasonal trends, Establishing and nurturing a loyal

and promotions to drive sales and encourage community of brand advocates by fostering
conversions. conversations, soliciting feedback, and
addressing customer concerns promptly.
User-generated
Conversion Optimization
Content Campaigns
Encouraging customers to share their Implementing strategies to drive traffic to
own GAP experiences, outfit ideas, or e-commerce platforms, increase online
testimonials, leveraging user-generated sales, and improve conversion rates
content to enhance brand authenticity through targeted advertising and
and trust. optimized user experience.

Innovation Showcase CSR Initiatives

Amplifying GAP's corporate social

Showcasing innovative products,
responsibility efforts, such as initiatives
technology integration, or collaborations
related to diversity and inclusion,
to position GAP as a forward-thinking
environmental sustainability, or supporting
brand.
local communities.
2. Who is the Target Audience for this ad campaign?
 Answer:
Urban and
Young Adults and
Suburban
Millennials
Dwellers

Family-Oriented Target Audience Tech-Savvy

Consumers Consumers

Middle to Upper-
Socially Conscious
Middle-Class
Consumers
Individuals
 1. Buyer Persona
Interest

Demographics

Fashion & Style Family Oriented Career- Tech- Socially

Name: Sugam Ghimire Driven Savvy active
Age- 25
Gender- Male
Occupation- SEO Analyst
Income: $60,000 - $80,000 annually Online Behaviors
Location: Urban or suburban areas
Relationship Status: Married

Social Media Research Oriented Events E-Commerce Shopping

 Interest

Fashion & Style: Family Oriented:

Staying up-to-date with fashion trends and He is a family man and does shopping for her
seeking versatile, casual clothing options. children and his wife too.

Career-Driven: Socially Active:

Values professionalism and a polished Values social media for connecting with
appearance in the workplace. friends and sharing experiences.
Seeks products that enhance confidence Actively engages in online communities
and make a lasting impression. related to grooming and fashion.

Tech-Savvy:
Actively uses social media platforms, especially Instagram, for lifestyle and product discovery.
Relies on online reviews and influencers' recommendations for purchasing decisions.
 Online Behaviors

Social Media: Events and Conferences:

Active on various social media platforms like Attends fashion shows, and networking
Instagram, Facebook, and Twitter, where they events.
engage with fashion-related content, follow Participates in online webinars and virtual
influencers, and discover new trends. events related to fashion.

Research Oriented: E-Commerce Shopping:

Likely to research clothing brands, read Comfortable making purchases online,
reviews, and compare prices and styles before browsing for clothing options, and taking
making purchasing decisions. advantage of online promotions and sales.
Mostly do shopping online and gets payback.
3. How will you structure your campaign for better campaign
management?
 Campaign Structure
Campaign Name GAP_Collection_24

Ad Set 1 For Sale Ad Set 2 For Brand Recognition

Winter Collection New Arrivals

Ad 1 Ad 2

M&W Winter Dress M&W Fashion

4. What are their Demographics, Interests & Online Behaviors?
 Targeted Audience
Note: I have targeted three cities of Nepal. These
cities experience extreme cold during the winter
season because it is surrounded by mountains,
and Nepali people prefer to wear warm cloths, So it
presents an opportunity to boost sales by 15%.

Location

Age & Gender

 Targeted Audience

Demographics

Behaviour
 Targeted Audience

Interest

Note: The target audience for both

ad sets will be same because we
can target them for both sale and
brand recognition, so it will work for
both to sale products and make
them recall the brand name.
 Estimated Audience

High End: 1,600,000

Low End: 1,300,000
Estimated Audience Size

Reach:
High End: 7,73,00
Low End: 2,67,000
Estimated Daily Results
Conversion:
High End: 551
Low End: 191
5. How will you distribute the budget for the campaign for
target groups or ad sets?
 Budget Allocation
Here's a sample budget allocation based on the suggested budget. I have taken full budget 10,000 USD and divided it
for sale and brand recognition i.e. 70% of budget is for sale and 30% of budget is for brand recognition and both adset
will run for 30 days i.e from Dec-1-2024 to Dec-30-2024 during this time the targeted city experience extreme cold. You
can see the screen shot for both that i have added here:

Sale (Winter): Brand Recognition (New Arrivals):

Total Budget: $7000 Total Budget: $3000
Daily Budget: $233 Daily Budget: $100
6. Which bidding strategies will align with the campaign
objectives & budget constraints?
 Bidding Strategy
Sale (Winter)

Note:
For Sale the performance goal is Maximize number of conversions and the bidding strategy that completely
align with this is “Cost Per Result Goal” because meta will aim to get the most conversions and try to keep
the average cost around $7000.

Brand Recognition
(New Arivals)

Note:
For Brand Recognition the performance goal is Maximize number of impressions and the bidding strategy that
completely align with this is “Bid Control” because meta will aim to get the most imperessions without bidding
more in any auction using the bid cap bid strategy.
 7. Which ad format(s) will be the most effective, considering
the campaign goals & the preferences of the target audience?
Carousel ads enable GAP to
showcase multiple winter
clothing items in a single ad,
catering to diverse audience
preferences. Each card
features a different product,
allowing GAP to highlight
various styles, colors, and
features, appealing to
different customer segments
effectively.
CAROUSEL ADS
GAP can craft short video clips
showcasing models in winter
outfits, highlighting the versatility,
comfort, and style of their clothing.
These videos tell compelling
stories, evoke emotions, and
capture the audience's attention
effectively.
VIDEO ADS
Creating image ads to promote
GAP's winter clothing products
targeted at users based on
their preferences involves
understanding their interests and
tailoring the visuals to appeal to
them.
Image Ads
8. What will the communication be like?
 Authenticity

Consistency Casual and

Across Approachable
Platforms Tone

Promotional Customer Care

Messaging and Support
 AD Copies For Sale
Feed

Primary Text:
Elevate your winter wardrobe with Gap - Where comfort meets style. Shop Now! Snow-Ready Style: Explore Gap's
👉 Upgrade your winter wardrobe with Gap! Shop Now and elevate your style. #GapWinterStyle
🌨️
Elevate your winter wardrobe with Gap! Where comfort meets style. Shop Now for Snow-Ready Style!
 AD Copies For Sale
Stories

Headline:
Chill in Style: Unveiling Gap's winter Collection
 AD Copies For Sale
Reels
AD Copies For Sale
Feed
AD Copies For Brand Recognition

Primary Text:
👕✨
Elevate your style with gap collections!
Upgrade your wardrobe with Gap's latest collections! 👕✨
 AD Copies For Brand Recognition
Stories

Headline:
Discover the Essence of Style: Introducing Gap's Latest Dress Collections!
 AD Copies For Brand Recognition
Reels
AD Copies For Brand Recognition
9. Which key performance indicators (KPIs) & metrics will you
calculate to measure the campaign's success?
 KPIs
1 2 3 4
Facebook Pixels Conversion Rate UTM Links Influence and Reach

5 6 7 8
Customer Behavior Retention Sales and Revenue Engagement Rate
10. How will you boost the campaign’s overall impact?
 Define Clear Goal Multichannel Approach

Engaging Content Feedback & Adaptation

Retargeting A/B Testing

Compelling Ad Creative Landing Page Optimization