How we spiked brand engagement by 46% in the region by successfully regionalizing a massive global campaign.
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THE BRIEF:
For the local edition of GAP’s global ‘Do You’ campaign, the brief was to showcase the stories of Parkour artist Chris Sotiriou and photographer Conel Van Zyl with 2 short films with an emphasis on local culture, highlighting the unique aesthetic of old Dubai incorporating the GAP line.

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snac pack

<sup>1. STORY & SERIES EDIT
2. CAMPAIGN MARKETING TRAILER
3. MUSIC SUPERVISION & AUDIO MIX</sup>

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Story # 1:
Talented photographer & Digital Conel Van Zyl whose subjects are often mid-flight.
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Story # 2:
Co-Founder of Parkour DXB Chris Sotiriou turns the streets, bridges & rooftops of Old Dubai into his very own obstacle course.
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What we achieved:

Through a comparative study conducted by GAP’s internal marketing team, with the contextualizing of product within local culture be it through the personalities profiled or locations showcased, this campaign increased engagement with digital campaigns from the brand in the region by 46% compared to previous campaigns that repurposed global content.

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Takeaway:
IF YOU WANT GLOBAL PRESENCE, FIND
LOCAL RELEVANCE.

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