GAP｜Global to Local: Social Media Strategy for Fashion Retail
📍 Project Goal
Global Brand Alignment: Adapt GAP's global marketing directives into culturally relevant local editorial calendars under strict brand guidelines.
Authentic Community Co-Creation: Mobilize family and parent demographics via interactive Instagram Stories to generate relatable, high-volume UGC.
Inclusive Everyday Styling: Break away from traditional lookbooks by pairing diverse KOLs with frontline retail staff OOTD to highlight real-life wearability and body diversity.
Data-Driven Strategy Iteration: Leverage social listening systems and monthly performance reporting to analyze audience sentiment and competitor benchmarks, continuously optimizing social marketing strategies.
🚀 Strategy
End-to-End Editorial Calendar Management: Led the proposal, planning, and execution of monthly social calendars, aligning brand initiatives with seasonal commercial priorities while fine-tuning tone and pacing for local engagement.
Cross-Functional Team Orchestration: Served as the central strategic bridge across copywriting, graphic design, and paid media teams, aligning creative assets with performance goals to ensure seamless multi-channel rollout.
Interactive Family UGC Campaigns: Designed participatory Instagram Story mechanics for parents, turning everyday kids' outfit shares into authentic, high-converting community assets.
Inclusive Styling & Frontline OOTD: Merged cross-category KOL collaborations with authentic retail staff OOTD, showcasing body-inclusive styling across diverse everyday scenarios to boost purchase confidence.
Social Listening & Monthly Performance Reviews: Conducted ongoing competitor audits via social listening tools and led in-depth monthly analytics reviews, extracting actionable metrics to systematically refine upcoming content and media allocation.
🎯 Outcome
10M+ Total Impressions: Generated over 10 million impressions across social touchpoints, driving massive localized brand awareness while upholding global brand identity.
Closed-Loop Data Optimization: Established a robust monthly reporting framework that directly translated social engagement and listening insights into high-impact content adjustments.
High-Converting Wearability: Overcame fit and sizing hesitations by showcasing diverse silhouettes, effectively lowering consumer purchase hesitation.
Efficient Cross-Team Execution: Streamlined collaborative workflows across creative, copywriting, and media buying teams, consistently delivering high-quality, on-brand campaigns on schedule.
