Engaging bitesized copy for fashion brands – digital fashion campaign for Gap
#1969denim, an interactive app that lived in Facebook – with partner Instagram feeds – using real people, outstanding photography and nugget-sized, impactful copy.
It’s a denim showcase, an inspiring hub of talent and a platform for sharing across 40 franchise countries. It’s a picture gallery of creators and makers with stories to tell, focusing on the things that unite them: fashion, music and self-expression.
The 200 models are all real people I scouted from the street based on their strong personal style, and they represent the diverse multicultural spread of Gap’s 40 franchise countries, from the Philippines to Azerbaijan. And they really are wearing Gap jeans, styled with their own clothes. To find them I spent many days pounding the pavements of London looking for the right ambassadors for the brand. Not only did they have to look good, but we promised they’d be interesting, undiscovered millennial ‘movers and shakers’ – and after the first season we’d shot singers, musicians, DJs, inventors, artists and entrepreneurs.
The app generated huge volumes of traffic, exceeding target clicks by 617%, with 400,000 likes, 8,000 shares and 6,700 comments in its first year. In February 2015 Gap reported that the app had been its most successful ever social media campaign, and lead to 1.6 billion brand interactions globally. The app outperformed targets, with a total reach of 50 million users and 1.6 million post engagements, and only 78% of allocated media budget was used. Read why the Content Market Association said it was “one of the seven social media campaigns we loved…”
“This has been Gap’s most successful social campaign ever”
