Whether it’s a hoodie or a pair of jeans you’ve had since the 7th grade, GAP clothing has always been a staple in our closets. Now, with their Better in Denim campaign presenting the global girl group KATSEYE, GAP is making a statement. The viral KATSEYE commercial dancing to “Milkshake” by Kelis has garnered over 21 million views in just under 3 weeks, skyrocketing GAP’s sales.
Here is the blueprint behind this campaign, and what it teaches us about successful marketing:
1. Staying Consistent with Brand Identity
GAP knows that sticking to the formula works. Since the late 90s, GAP has leaned into its playful and iconic personality by featuring celebrities singing and dancing in ads. With KATSEYE’s collaboration on the viral throwback song, “Milkshake”, GAP stays consistent with that well-loved identity while adding a layer of nostalgia to the mix.
- DECA Insight: Brand identity encompasses a brand's values, voice and personality. Staying consistent with a personality is crucial to setting a company apart from the competition and building a strong customer base. Customers who believe a brand no longer represents their values tend to leave. When it comes to a brand identity, consistency is key to ensuring loyal customers.
2. Authentic and Diverse Representation: Building Customer Relationships
KATSEYE, a girl group formed on Netflix’s Dream Academy, is known for its diverse members from South Korea, Switzerland, the Philippines, India and more. Their diversity has created an international fanbase. GAP spotlighting KATSEYE resonates with their fans and, more importantly, a global audience. The ad’s inclusivity further strengthens GAP’s relationship with customers of all backgrounds.
- DECA Insight: Connection with customers, whether it’s through representation or sending follow-up emails to ensure satisfaction, makes customers feel important and valued. Strengthening these relationships can foster customer trust, leading to repeat business and customer loyalty.
3. Boosting Customer Engagement With Social Media Branding
The GAP x KATSEYE campaign was constructed perfectly for social media, with the #gap appearing in over a million posts across platforms. The ad introduced fun, simple choreography that allowed social media users to recreate and share the dance. What soon became known as “the milkshake dance” transformed the campaign into a viral trend and a cultural moment, improving audience engagement.
- DECA Insight: GAP’s digital marketing checked off all the boxes. Creating a successful social media challenge not only generated more traffic towards the campaign but also improved audience interactions with the company.
GAP’s domination of marketing could be the definition of success in the Oxford Dictionary. The recent marketing project shows that authentic brand representation, positive customer connections and creative engagement can be the key to marketing magic.
As you plan your next DECA venture, how can you highlight your brand identity and build genuine customer relationships to form an outstanding campaign?
