Gap's "fashiontainment" bet: brand as media franchise, not campaign

Love the episode vs. ad comparison, Corah. That "payoff shows up later" part is the hardest thing to explain to a client who wants results this month, but it's so true.

A series works on social for the same reason it works for Gap, people come back for the next episode instead of waiting for the next ad. They have done this with tons of celeb endorsements. The tricky part is that most of the payoff shows up later, as people who already know you by the time they click.