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Gap’s Questionable Social Strategy
In the past few months, I’ve started to give major kudos to Gap, only to say, “wait…” and scratch my head.
I won’t even mention their logo debacle. But, if you want, you can make your own here.
Then, I stumbled on the below Gap commercial. For Gap, it’s different, yet fits its brand and previous holiday commercials. Then, the genius sets in. If you “like” the commercial on Facebook, Gap will donate a $1 to one of the charities mentioned. Sure, it might sound silly or simple, but it’s still impressive for a big brand. They are marrying the two things people are really into lately – social networks and doing something easy through a social network for charity. And, they are doing it through a traditional medium, TV.
So where’s the failure? The failure is sadly on multiple levels, all that should have been, “duh’s”:
- As far as I can tell, they don’t promote the video on their own Facebook wall. Okay, after double checking, they do promote it on the main tab, but you have to click on a banner (with no call to action to the charity component) that doesn’t give you any insight that you’ll watch a video
- The YouTube video doesn’t click to their Facebook page at the end. Sure, back in the day, this was difficult or near impossible, but now it’s easy cheesy. Why wouldn’t you revise the video slightly to be clickable to your Facebook page. You’ve either lost people to thinking that they need to “like” the video on YouTube itself, or they have no idea to find the video on Facebook.
When putting your “traditional” commercials online, stop and do the “easy” things that make sense for the medium/channel you’re posting within. These days, it’s kinda like buying paid search for your Superbowl ad or the url for your company name before announcing publicly 
Posted in Advertising, Social Media, Video
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