Case Study: Gap boosts summer T-shirt sales and Millennial engagement with Lamar Advertising Company OOH

GAP - Customer Case Study

Gap partnered with Lamar Advertising Company to educate consumers about the reinvention of its classic T-shirt offering. The challenge was to launch Gap’s “Be Your Own T” campaign in a way that clearly communicated the new collection to Millennials ages 18–34 while reinforcing the idea of individual style.

Lamar Advertising Company used a bold out-of-home (OOH) media plan, including bulletins, wallscapes, transit shelters, urban panels, kiosks, bus posters, and digital billboards, plus interactive social integration in Times Square. The campaign created large-scale, T-shirt-inspired installations and encouraged consumer participation through #beyourownt, helping drive engagement and a 6% increase in Gap North America May 2012 sales versus a 4% decline the prior year.

Gap

Seth Farbman

Global Chief Marketing Officer