GapKids is leveraging a partnership with comedian Ellen DeGeneres and her lifestyle brand, ED, to enable consumers to send a text to receive encouraging messages from the talk show host, highlighting the potency of SMS campaigns among younger consumers.

The subsidiary of Gap Inc. is rolling out a campaign designed to encourage girls around the world to be themselves, take pride in who they are and do what makes them happy. In addition to launching mobile advertisements, the GapKids ED collection will also provide a unique way for fans to connect with Ms. DeGeneres via their smartphones, although the novelty may more easily wear off for some consumers.

?Mobile is central to our overall consumer experience,? said a spokeswoman for Gap, New York. ?Every interaction, including our content and commerce experience (gap.com/ed) to social content, videos and product stories were inspired by a mobile-first sensibility.  

?Additionally, we have a robust mobile campaign that uses location-based targeting and geo-fencing to serve up product and brand content to consumers in the right place at the right time,? she said. ?One of the most exciting elements in our overall mobile experience is engaging with our consumers one-on-one. 

?During the campaign, we are activating an SMS program where people can text a unique code and receive a personal message of encouragement from Ellen, then be taken to our content and commerce landing to learn more and shop the collection.?

A twist on SMS
While plenty of retailers have previously tapped SMS campaigns to drive application downloads or in-store signups for emails, GapKids is aiming to differentiate itself from the pack by using a celebrity.

Fans of Ms. DeGeneres will have an opportunity to text a number and receive encouraging and inspiring messages from her in return.

?This concept has already been done, at least in a Twitter format, so I think the novelty aspect won?t be too extreme,? said Nikki Baird, managing partner at Retail Systems Research, Miami. ?On Twitter, there was the whole Old Spice thing (I actually think Ellen got involved in that one herself), and right now Target is running a campaign with Luke Bryan where fans submitted materials that Luke Bryan then turned into songs.

?The SMS part is interesting, but as far as opt-in goes, one of the most valuable things you can get is a mobile number, so if Gap can turn that into deeper customer engagements, then more power to them.?

If Gap is using this strategy to grab more consumers? mobile numbers for promotional purposes, it may not yield as much success. Email could be an alternative with greater audience outreach.

?I think being able to get text messages from a celebrity is very cool, but for certain types of communications,? said Shelly Alvarez, director of client services at PostUp, Austin, TX. ?If the message is short and sweet, then text messages are a great fit. 

?But to really build that relationship between a celebrity/brand and the audience, email may be a better fit ? you have room to say more, and there?s much more opportunity for customization and personalization. While this campaign is a great idea, adding email into the mix and giving people a choice of whether they prefer text messages or email would be a good next step.?

However, it appears the brand is attempting to come from an altruistic standpoint and is providing a unique way to ?speak? with a celebrity that remains in line with its overall message and branding purpose.

?There is nothing more personal than a mobile device so encouragement by such an icon as Ellen DeGeneres to be one's self has a perfect fit,? said Jeff Hasen, co-founder of Gotta Mobilize, Seattle. ?This will likely have kids and their moms and dads feel better about Gap, and has a chance to drive sales.

?Back to school selling is so competitive, a brand needs to do something beyond offering the best prices. But, of course, that's important, too, especially on mobile where consumers have the ability to showroom, check competitive prices, and inventory elsewhere."

Tapping SMS promotions is also an optimal way of reaching younger consumers.

Last October, a Cabela?s executive at the Mobile Shopping Summit 2014 said that segmentation has driven exponential growth of its SMS program, which sees 71 percent of sign-ups take place in store (see story).

GapKids is rolling out a clothing collection in conjunction with Ms. DeGeneres? ED brand, featuring wardrobe staples with empowering symbols for boys, girls and adults.

Positive social environment
GapKids is seeking to create a positive social environment by spreading encouragement across social media. The brand hopes its corporate social responsibility initiative takes the meaning of the campaign beyond bricks-and-mortar stores and reaches a greater amount of consumers.

It is asking a wide range of individuals, including a girl?s friends, parent or mentor, to post a call-to-action for social messages of love and encouragement to any girl in need of support, showcasing the power of positive words.

Users should upload via the #heyworld hashtag and include the name of the person they are speaking about.

The Gap brand has been making a stronger play for mobile in recent months, and has also been foraying into mcommerce capabilities.

Virgin Hotels Chicago is tapping Gap Inc.?s Reserve In Store capability to enable guests to shop via its mobile application or site and have their new wardrobe delivered to their hotel rooms, in a reflection of how mobile-enabled delivery continues to open up new opportunities for marketers (see story).

Nevertheless, while the SMS component of the Gapkids x ED campaign may find its novelty fading with adults, younger customers with less access to social media may find it quite engaging.

?If my eleven-year-old daughter is any indication, SMS use isn?t going anywhere,? Retail Systems Research's Ms. Baird said. ?As far as whether brands can make use of it versus other digital engagement channels, I think it?s really interesting that they?ve chosen SMS as the medium ? it?s very intimate, but it?s not as easy to share as, say, Twitter.

?However, one thing they have to think about is that there are plenty of kids who are under the age of 13 who have phones, but aren?t really supposed to be on social media,? she said. ?So this may well be a way to overcome the constraints involved in trying to engage with younger kids.

?As long as the campaign is respectful, stays true to its inspiration, and is genuine and personable (something Ellen DeGeneres excels at), then they have nothing to worry about.?

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York