Gap Kids runs a yearly competition called Casting Call that taps into the power of the proud parent and lets little ones compete for the chance to star in a real-life brand campaign.
Gap came straight to us for the Saudi Arabian version of the contest, and our extensive experience running social media pages and campaigns for fashion brands in the Middle East put us in the perfect position to take it on.
Central to the campaign was a complex Facebook app we built from scratch.
In phase one, it let fans upload and edit photos that were then automatically added to a gallery. Phase two was the social voting stage, where users picked out their favourite entries.
The finalists then progressed to the offline judging stage, where the panel – which included influential Middle Eastern bloggers – crowned the winners.
Our work on the campaign went way beyond building the app though. We managed the strategy and execution from start to finish including all advertising, social content, influencer engagement and artwork.
And it was a runaway (or should that be runway?) success, with over 10,000 people entering and the app working like a finely tuned machine throughout.
The results ranked our version of the contest one of the best performing globally, and Gap were thrilled with the outcome.
- 3,000,000 reached
- 10,000 photo entries over two weeks