Gap sees a resurgence in their brand through a retail mainstay, the blue jean. According to an article on MediaPost, the new campaign is designed to get back to the Gap’s roots while luring in millennials.
From the article:
“Back to Blue means getting back to what matters most — our truest selves, when we are most comfortable in our own skin,” says Gap CMO Seth Farbman in its release. “It’s both a statement of how we feel as a brand, and how our customers want to live their lives and make their decisions.”
Much of the collection harkens back to the brand’s 1969 design roots. The effort includes a commitment to new digital content on a daily basis.
In addition to Facebook, Twitter, Pinterest, and Instagram, there is a Tumblr contest, encouraging consumers to create content, with the winning work earning a spot on Gap’s Tumblr, which will then be turned into Tumblr mobile ads. Gap says it’s the first time a brand will own all of Tumblr’s mobile ads in one day.
Gap is also beefing up content and adding video to its Styld.by platform, now in 30 counties, which partners with bloggers and style experts to create fall looks. There’s a series on style from Jenn Rogien, the costume designer for HBO’s “Girls,” for example. And it also includes features from 24 Gen Y style setters, including Tanisha Long from MTV’s “Girl Code” and “Urban Bush Babes” blogger Cipriana Quann, “sharing simple, raw and relatable stories about what it means to be one’s most authentic self,” it says. In the series of photos, short films and gifts, each appears in a favorite piece from the new fall “Back to Blue” collection.