Banana Republic's #BRLove4All
Feb. 18, 2014
Team members: Amy Gilmer - Sr. Manager, Global Social Media, Chris Nicklo - VP, Global Brand Engagement, Alejandro Alvarez - Sr. Director, Global Brand Engagement, Tara McCollum - Director, Global PR, Amanda Garrett - Manager, PR
About this entry
As a San Francisco based-brand, we were one of the first companies to celebrate the Supreme Court’s ruling moving California forward on the road to marriage equality.
Within moments of the ruling, Banana Republic launched the #BRLove4All campaign - internally within Gap Inc. associates as well as externally through all of its social media platforms.
Because we support LOVE for all, we invited everyone to join us in celebrating this historic decision, participating in our #BRLove4All contest. Couples—same and opposite sex—were invited to share their photos for the chance to be outfitted by Banana Republic for their nuptials (or other special occasion). The campaign was hosted on Facebook and entries were pulled from Twitter, Instagram & Facebook leveraging the #BRLove4All hashtag. Banana Republic also supported the campaign by updating its cover photo/profile image and sharing a statement across all platforms with a unique version of the marriage equality symbol, comprised of folder t-shirts.
Banana Republic proudly displayed all of the images & stories received on its Facebook page through a special photo gallery page/app. The gallery showcased a remarkable collage of affection, displaying couples from ALL walks of life, all united to celebrate LOVE.
From the more than 1,100 entries, twenty lucky winners were selected at random and given a Banana Republic gift card to dress the couples for the upcoming nuptials or other special occasion. The brand is proud to have had the opportunity to be involved and show its support towards marriage equality.
The case for why this entry should win a Shorty
This campaign allowed Banana Republic to put a stake on the ground and, courageously, show the world what it's values are and what it stands for. Banana Republic was able to act instantaneously on a real world event, and show its support in real-time, while celebrating the brand’s diverse community.
BR has always spoken to those on a journey—from going on safari to getting a promotion to living out one’s dreams—BR has and always will continue to outfit our customers on their journey of achievement. The progressive , pioneering spirit of our birthplace--San Francisco—and what it represents from technological innovation to human rights issues to environmental awareness is the lifeblood of BR and what it has proudly celebrated with this campaign.
This pioneering spirit connects BR to its customers, followers, fans and visitors, who are living an open plan that blends life and work together, discovering fulfillment along the way.
The response of our followers was overwhelming:
- Produced over 14,400 engagements on Facebook
- Received 1,100 total photo entries
- Generated significant conversation among followers, courageously articulating what we stand for and respecting dissenting points of view: https://www.facebook.com/photo.php?fbid=10151665256129076&set=a.395234539075.171329.15524934075&type=1
The response from key influencers, news and PR outlets was equally exciting delivering 60,237,987 media impressions. Some examples: