Feb
3
Old jeans will save the world!!
Posted by: mihailbaranovschii | February 3, 2011 | Leave a Comment
Last year when GAP was going through financial difficulties associated with economic downfall it introduced a new marketing campaign designed to boost up the sales of the company. It was initiating a social and environmental awareness programs targeted towards young clientele.
Here is the deal. You could bring in any pair of old jeans to GAP and receive a 30% discount on any new item. You might be wondering why would GAP be willing to give you a 30% discount in exchange for your old pair of jeans? The answer is that GAP and Cotton Inc were launching a “Cotton. From Blue to Green” program. The old denim was converted into insulation material that was then donated to various communities. As a result of this campaign GAP received 270,000 pairs of jeans creating insulation material for 540 homes and greatly increasing sales of the company.
I think this is a great example of how a successfully implemented marketing strategy can tremendously improve corporate social responsibility, and benefit both consumers and the company.