GAP | Better In Denim Campaign

The talk of the social spaces this and the past week is the recent campaign by GAP “Better in Denim”. Brands are taking notes of what it means to have a, what we would describe in our case as a perfectly executed ad campaign.

Here is what stood out for us as a creative agency:

1.  Diverse Representation

Gone are the days where brands would only feature only one model. GAP featured KATSEYE -a global girl group whose members are from Asia, Africa and the Philippines showcasing a broad range of skin tones, cultural backgrounds and identities. This representation touched different individuals across the world.

Not only did the campaign feature women options, they also brought in male dancers who showed a variety of men options! Killed two birds with one stone if you ask us.

2.    Varied Denim Styles

We saw long & lean jeans, baggy jeans, flared jeans, pleated miniskirts, low rise, customized tops, and so much more. This demonstrated the versatility of denim to appeal to different fashion preferences while simultaneously raising awareness on their other products and styles, that we may not be accustomed to wearing as denim, and how comfortable they are – enough to dance in!

3.    A Generational Connection  

The song “Milkshake” by Kelis really took us back to the early 2000’s era which immediately brought a feeling of nostalgia to millennials while the Gen-z got hooked by the expressive retro-infused choreography. This strategically bridged generations while staying digitally relevant.

4.    Personality Driven Styling

The campaign clearly had a good ‘marketing budget’. Individuals had a style that perfectly represented them - from the clothes - to the makeup - to the dance routine. It was not a one size fits all. If you do not fancy pants - there was a feature on skirts, if you don’t fancy either - there was a feature of jackets. It was a dance runway; there was something for everyone, male or female.

5.    Viral Engagement

The campaign has quickly become a viral ad. At the time we wrote this article, the campaign had over 40m views on Instagram, 8.9m on YouTube and 39m views on TikTok. The team tapped into the biggest platforms and is still driving engagement through highlights such as “behind the scenes”, “meet the team” etc.

Gap understands that beyond the direct buyers of their clothes are strategists, content creators, dancers, account managers, marketing managers, CEOs, designers who each has something unique to learn from this campaign and brand, further driving inspiration to multiple individuals across the world.

6.    A Marketing X Sales Strategy

The campaign is available in all main platforms for reach and circulation. This gained them massive awareness in a short span of time. A quick visit to their website reveals the cohesion of the marketing and sales strategy on directly achieving sale targets from this campaign. They have setup a specific catalogue titled “Better In Denim Lookbook”. See something that you liked on one of the dancers but you don’t know the product name, simply visit their website, spot the dancer, spot the product on them, purchase!

They understood that this video could and did reach a wide audience and new customers who would interact with their products for the first time. So they went ahead and made it easy for everyone, new and existing customers to purchase this featured collection with a seamless funnel from Ad to purchase!

This was more than a campaign, this was a new outlook in ad creation.

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Watch the full video.