The American branded entertainment market is extremely saturated; “branded content” can mean anything from product placement, media deals to content creation. Now, more than ever, brands are competing with each other to tell their stories in every platform, digital or broadcast. Restrictions pertain only to certain product categories in the U.S., such as alcoholic beverages and children’s products. This means that product placement, content creation and integrated media deals are becoming more common, and with the market flooded by increased brand presence, standing out is becoming a real challenge. 

One Stitch Closer content has been distributed on Gap owned channels including Gap.com/onestitchcloser, YouTube.com/gap, and social media sites such as Twitter and Facebook. In addition, we leveraged Hulu, Taykey and Unruly to further spread our message. Both Elle.com and Glamour.com shared the program with readers through PR exclusives.

Gap also partnered with Good to shed light on the platform and kick off the Good 100, which recognises individual’s impactful work in the community. The partnership includes video posts on Good.is, shared content through social channels, newsletter distribution, Starbucks Digital Network distribution, a print ad in Good Magazine, and site banners.

Gap’s goal is for the One Stitch Closer platform to increase understanding of the social good we strive towards every day, projecting a more transparent image of our brand as one passionately committed to our employees, consumer community, and world.

At the time of writing - immediately after launch - the campaign has driven a 44 per cent increase in Gap's ‘social good’ share of voice compared to 2013, the largest increase in social good conversation among the retail apparel competitive set. This spike in user engagement demonstrates that our stories are already encouraging conversation and inspiring good.