Gap has dropped TV ads in favour of an online social media campaign to promote its reinvented line of jeans.
The fashion retailer has launched a campaign for its 1969 premium Born to Fit jeans range centring on a Facebook fan page.
It has opted against its regular TV ads, often involving major celebrities, in favour of using the web to reach fashion leaders, Gap customers and sceptics to encourage conversations.
The Facebook page includes an interactive gallery, a virtual runway which clicks through to the Gap website, and videos and commentary from Gap designers and engineers.
The campaign, created by AKQA, also includes a StyleMixer iPhone app, where users can mix and match outfits and get feedback from Facebook friends and the iPhone StyleMixer community. The app also unlocks offers when the user is near a Gap store.
Ivy Ross, Gap’s executive VP of marketing, said, “Our Born to Fit digital campaign enables customers to get as close as possible to the jeans without actually touching or feeling them. Then, once they’ve had a chance to try the jeans on in-store, we encourage them to come back to our Born to Fit community to share their opinions, style tips or even create their own ‘Born to’ expression.”