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At a time when GAP was facing increasing competition from other retail brands, we wanted to bring the joy of everyday apparel to life in an unexpected way and make it part of a greater initiative. So we designed a series of campaigns that encompassed Instagram, Facebook and other social channels to help consumers re-think their wardrobe choices without sacrificing a sense of style. Using a combination of print and digital executions we targeted customers seeking relevant points of connection. Given GAP’s diverse customer base, personalization is critical to creating relevance and continued brand loyalty.