GAP

GAP had no owned online sales channel in Spain and Portugal. The brand operated physically through Grupo Galceran, but e-commerce in Iberia was uncharted territory. It had to be built from scratch: defining the operating model, setting up logistics, integrating physical and digital stock, and activating customer acquisition in a new market.

The complexity was total: go-to-market, sourcing, fulfillment, marketing and performance — all running in parallel.

We defined the go-to-market strategy adapted to the Iberian market, aligned with the global brand identity and local consumer behaviour.

We integrated the full operation: sourcing, stock management, fulfillment and logistics with the physical store operating model. Both channels — physical and digital — had to function as one system, not two separate businesses.

On that operational foundation, we launched marketing and performance campaigns focused on online channel growth. In the first year, the focus was on acquisition and reactivating inactive customers from the brand's existing database.

Meta launched ASC+ campaigns as an alternative to traditional manually segmented campaigns. The promise: Meta's machine learning optimises better than any manual segmentation when it has enough conversion data.

The challenge was to determine whether this paradigm shift actually worked in practice for GAP Iberia, or whether it was just platform marketing. The decision had to be data-driven, not Meta's word.

We designed and ran a three-week A/B test. In the control group: four traditional campaigns manually segmented by audience, with static and dynamic formats. In the test group: a single ASC+ campaign supervised by our team, with no manual segmentation.

We measured real performance in sales, cost per purchase and reach. The results validated the format: ASC+ won on all three metrics.