As the Digital & Social Media Intern at Gap Global, I engaged with customers on Instagram and Pinterest. I also managed User Generated Content on Gap’s blog, Styld.by. I also pulled samples and assisted in styling laydown assets for Instagram.
I also created assets for Pinterest and Twitter.
A big part of the internship program was also working on the Innovation Project. The project posed the challenge of creating a new concept for Gap that would be released for Holiday ‘14. To begin, we looked at Gap as a brand and its history and then looked at what it’s missing along side its competitors in the market. Gap’s known for great denim and classic styles, but is missing edgier, fashion-forward clothing that targets young professionals. Our solution was SHIFT – a line utilizing Gap’s signature styles and effortless cool brand persona while taking customers from day to night. The line would include holiday party looks as well as unisex gift items such as bags and other accessories.
As the only marketing intern, I took charge of all of marketing including designing a logo, price tags and bags. I also suggested SHIFT have its own microsite that led back to Gap but differentiated it from Gap. The site included online shopping, a blog, UGC, and an interactive quiz called Gift Shift that helped customers shop for holiday gifts. There also would be a lifestyle magazine that covered holiday shopping, recipes, styling tricks, and more.
Marketing Strategy, Branding, Art Direction, Design