Major 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.
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.
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.
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.