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Gap, the brand behind classic, casual American style, is locked and loaded with a new, global campaign that heavily relies on social media to regain traction in the denim market. Adapting to a demanding media landscape, the SF-based company will use social media channels and television spots to recapture a generation that takes style cues from blogs and millennial personalities in addition to traditional media--despite recent evidence that social media is proving to be the least effective path to traffic.
The "Back to Blue" campaign's celebration of Gap's iconic denim legacy, which includes denim jackets, chambray shirts and the 1969 signature-fit jeans in the 2013 fall collection, with the goal of enticing buyers with styling for real life by real people.
But maybe Gap has some tricks up its sleeve to prove the studies wrong.
The campaign taps various channels to portray the authenticity and accessibility of the brand. Yesterday, Gap began a Tumblr contest to highlight original content and to use the winning designs as mobile ads. The brand is also bringing back Styld.by, partnering with various blogs (including our sister-site Eater) to tell the stories behind the styles.
Also look for art project with VICE and a video series with celebrity costume designer Jenn Rogien. The main objective behind the collaborations (in addition to traditional advertisements) is to familiarize and promote the denim clothing to a varied fan base. "With style, people are seeking authentic denim and chambray–clothes you can wear almost anywhere but never forget who you really are," explained Seth Farbman, Gap's Global Chief Marketing Officer. So with a strong push through fall, look to Gap's online content for all the hidden tricks to make its denim work for your personal style.
· Gap [Official Site]
· styld.by [Official Blog]
· Gap Puts a Nail in the Crazy Denim Coffin [Racked]