Gap launched its fall campaign yesterday, taking the brand further into digital marketing but also stressing that it is “the broadest-reaching campaign in the company’s modern history,” reflecting the dramatically changing media landscape.
The global marketing campaign – “Back to Blue” – celebrates the brand’s heritage by innovating on content marketing and social platforms. It will be based on generating new digital content every day, across many global platforms, including a partnership with Tumblr’s mobile platform. Gap has also updated its Styld.by platform – which partners with popular bloggers and style experts to curate styles. It will include a video series on style advice from Jenn Rogien, the costume designer for HBO’s “Girls.”
More exclusive and extensive digital content features 24 influential millennials – like Tanisha Long from MTV’s Girl Code and Urban Bush Babes blogger Cipriana Quann – sharing stories about what it means to be one’s most authentic self. Each wears their favorite pieces from the fall Back to Blue collection in short films, photographs and animated GIFs.
The brand is also making a bid to “own” Tumblr for a day. Gap is launching a contest on Tumblr, which encourages digital artists to share what Back to Blue means to them by creating an original piece of content. To help spark entrants’ creativity, prominent fashion blogger FashGif will submit the first piece of content and will be featured on Gap’s Tumblr. On August 29, the winning works will be featured on Gap’s Tumblr and turned into Tumblr mobile ads. Gap claims this will be the first time a brand will “own” all of Tumblr’s mobile ads in one day.
The brand will also heavy up on offline media. Magazine advertising in August issues worldwide including Vogue, Lucky, InStyle, Glamour, PeopleStyle Watch and Vanity Fair in North America, as well as GQ, Glamour, Elle, Marie Claire and Grazia in the UK. Debuting on TV for the first time in four years, the “Back to Blue” TV spots will be revealed in mid-September.