Gap gets real for first global marketing campaign
August 2, 2011 by admin
Filed under Latest Lingerie News
Masako Kinishi, a merchandiser for Gap 1969 denim, is one of the real-life Gap employees featured in the brand’s fall marketing campaign.
Sarah Duxbury @duxburysarah
Reporter Email
Betting that truth is indeed more interesting than fiction, Gap brand has opted to focus on real people, including its own 1969 denim employees, for its first global marketing campaign.
The “1969: L.A. and Beyond” campaign uses over 30 easily-shared video vignettes that Gap will make available to influential bloggers and other social media mavens, as well as on Gap’s Facebook page. These short videos tell the story of the West Pico Boulevard studio where Gap’s denim intelligentsia designs the 1969 denim collection, as well as profiles of individual employees like designer Nicole King-Burroughs or wash specialist Rob Crews and how-to tips on denim care (have you ever considered freezing your jeans?), washes, fits and new fabrics.
Gap will also pay sites like Hulu.com and similar digital sites to show the videos and related banner ads, though none will appear as traditional television ads.
There are traditional aspects to the campaign, though even these have social, digital tweaks. Two-page print spreads feature real-live people found on the street in places like Williamsburg, N.Y., Austin, Texas, Manchester, England and Nakameguro, Japan, dressed in Gap clothes. Other inserts tell parts of the L.A. design studio story with short urls that direct people to the online videos, making a print ad quasi-interactive.
Sarah Duxbury’s beats include education, hospitality, restaurants retail and nonprofits.
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