Our brief was to spread awareness in 40 countries of GAP’s rich denim heritage from 1969 to make GAP the denim brand of choice for a new millennial audience.
We were tasked with repositioning the brand for the hard-to-reach, brand-sceptical millennial audience across 40 diverse markets. We also had to prove ROI and drive GAP’s in-store denim sales.
Designed for social media-savvy users, our #1969denim interactive Facebook app is optimised for all devices. We upload fresh content regularly and add prompts to encourage the four million Facebook fans we recruited during the first six months to share and to comment, with partner Instagram feeds that let users upload their own content. All this is complemented by a strategic ongoing media campaign.
The success of #1969denim has far outstripped our expectations. The app has attracted huge volumes of traffic. It exceeded target clicks by 617% in its first two seasons and gained 400,000 ‘likes’. “This has been GAP’s most successful social-media campaign ever, and such fun to work on! August Media has been brilliant to work with. Obviously, the models looked great, but talking to them on the shoot, I was constantly amazed. They were exactly as August promised they would be.” – Senior Social, Digital and CRM Manager, GAP