GILT
How can we help GILT get their "mojo" back?
BACKGROUND
The mother of flash-sale sites, GILT was at the top of their game in 2012, valued at over $1 billion dollars. The discount luxury retailer was sold in January 2016 to the Hudson Bay Co. for a mere $250 million, (in cash, ouch.)
RESEARCH
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Online research
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Studied affects of the recession on affluent consumers
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Customer service reviews
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Signed up for GILT membership
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Studied financial decision-making among affluent millennials
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Interviews with GILT customers
AUDIENCE
“The Boss Babe” Ambitious, workaholic, urban, affluent, millennial woman. These women don't want their "hands held" but like guided independence. They have extreme e-mail fatigue in both work and personal life. They value experiences, are very financially savvy and social-centric within their own group.
FINDINGS
“Boss babes” use social media as a break in their workday. Often, social media is just as busy and stressful as their daily lives. Seeing the sea of baby videos, engagement photos and wedding hashtags can be annoying to these women. They may marry or have children someday, however, climbing the corporate ladder is their top priority now. They tend to be a very financially responsible group and although they have money to spend on luxury items, they still like to get a good deal. They like to keep a trendy wardrobe, but don’t have time to shop in store.
INSIGHT
"My life is too noisy, I just want a peaceful way to do the enjoyable things."
CREATIVE STRATEGY
“Make a break for it”
DIGITAL ADS
Ads show a woman “making a break for it” with the image of a “steal” from GILT.
FACEBOOK PLUG-IN
The plug-in allows the user to filter content that they don’t want to see via the GILT app.
RATIONALE
We want to make GILT the boss babe’s “partner in crime” when shopping and taking a break with social media. Through the app, they can get a good deal on GILT and filter their social media content to have the peaceful break they want.
 GILT Trip Ad |  GILT Dress Ad |
|---|---|
 GILT Plug In 1 |  GILT Plug In 2 |
 GILT Plug In 3 |  GILT FB 1 |
 GILT FB 2 |
TEAM Berenice Suarez (AP), Kelsey Damon (AP), Karla Montes (AD), Maria Rodriguez (AD), Jennifer Jhang (CW)