Clothing maker Gap is rolling out a new line of jeans, Gap 1969. One thing that will be missing with this new denim line? TV advertising.
Instead, the retailer will rely on Facebook to reach customers. Ads on various Web sites (including glam.com and popsugar.com) will drive traffic to Gap’s Facebook page. The “Born to Fit” campaign to promote the 1969 line, created by interactive marketing agency AKQA, also will include traditional elements such as cinema, print, and outdoor ads, too, but Facebook is the main event.
This is quite a change in advertising strategy for Gap, who in the past has turned out hip TV ads featuring celebrities and popular music. (Remember that one for khakis with Dwight Yoakum’s Crazy Little Thing Called Love? Sarah Jessica and Lenny with How Do You Wear It? BeyoncÃ© and crew strutting in leotards?)
But TV advertising is expensive and times are tight. Gap has been battling to revitalize its brand during the past few years and 1969 is its bid to get back on the leader board when it comes to denim. Focusing on social media and online marketing to the exclusion of TV is a bold move but a smart one, considering that its target market (and increasingly an older audience – interpretation: can afford jeans that cost $54-$59) uses the hooey out of Facebook.