Gap’s New Facebook Page Core to its Fall “Born to fit” Campaign

gaplogoMajor clothing brand Gap has just launched a revamped Facebook Page focused on its 1969 Jeans collection as part of its notably mostly-online “Born to fit” fall campaign, with several custom applications to give fans a comprehensive and interactive look at the new line.

This fall, Gap is largely foregoing TV commercials, instead betting on a multi-faceted digital strategy that includes its Facebook Page, an iPhone app called StyleMixer, video clips, an online fashion show, and hundreds of in-store concerts. The goal behind the campaign is to “re-energize” Gap’s core denim line which, priced around $60, Gap hopes will appeal to people who don’t want to spend $200 on jeans.

Within the new Gap Faceook Page, you can also develop your own ad, complete with personal information and photos from your Facebook albums. Second, there’s a contest to design an inspirational outfit and your own “Born To” message, with 3 winners receiving $100 Gap gift cards.

GAPcontest

A “Custom Fit” application gives fans a glimpse at the entire line of 1969 jeans, with a few videos for each style explaining what makes the fit and features unique. The videos are narrated by the jeans’ creators, like head designer Patrick Robinson.

GAPFit

GAPFit2

New ads for the clothing line feature collages based on the “Born To Fit” theme. Fittingly, an application allows you to import photos from your Facebook albums, which are then paired with personal information taken from your answers to a list of questions, and the end product can be posted in your news feed to share with friends.

GAPBornTo

The ad campaign has combined several successful elements with a clean, easy to navigate Page — the high level of interaction is a good combination of marketing, information and contests. There are already more than 800 entries for the gift card contest, and the page itself has over 330,000 fans. The custom ads featuring fan photos and personal information should serve to spread word of the campaign quickly through viral messaging in news feeds, and the existing popularity of the brand is sure to bring in even more fans looking for more information on Gap jeans.

Gap is working with San Francisco-based AKQA on its fall/holiday efforts.

Social Media 201

Mediabistro Course

Social Media 201

Starting October 13, Social Media 201 will provide you with hands-on instruction for gaining followers and engagement. Social media experts will teach you how to make social media marketing work for your bottom line and achieving your business goals. Register now!

 

Leave a Reply

2 Responses to “Gap’s New Facebook Page Core to its Fall “Born to fit” Campaign”

  1. Azam Khan says:

    FOREVER21 just launched their page as well with about 330,000 fans.. however they are suffering from lack of updates and contests.

  2. Born To Fit: 40 Years of Street Cred « Finelight Interactive, Indiana says:

    [...] and Dell), Gap has gone where no corporation has gone before. At least not with the same level of features and engagement, that [...]

Get the latest news in your inbox
interested in advertising with inside facebook?

Social Media Jobs
of the Day

Social Media Assistant - Telecommuniting

Elements Behavioral Health
Long Beach, CA

Social Media Manager (Calabasas)

Avanquest North America
Calabasas, CA

Sr. Marketing Artist

NEXON M (mobile gaming)
Oakland, CA

Social Media Strategist

Washington Examiner
Washington, DC

Featured Company

Join leading companies like this one and recruit from the nation's top media job seekers on the Mediabistro Job Board. Every job post comes with our satisfaction guarantee. Learn More
 

Our Sponsors

Mediabistro A division of Prometheus Global Media home | site map | advertising/sponsorships | careers | contact us | help courses | browse jobs | freelancers | content | member benefits | reprints & permissions terms of use | privacy policy Copyright © 2014 Mediabistro Inc. call (212) 389-2000 or email us