"Richard Dickson, CEO of Gap Inc., said the brand's "Better in Denim" ad campaign, in addition to being a huge hit on social media, converted into significant sales. "With more than 8 billion impressions and 500 million views, Better in Denim culminated in a global cultural takeover and has become one of the brand's most successful campaigns to date, generating significant traffic and double-digit growth in denim,""
"Gap's "Better in Denim" campaign, which came out over the summer, featured the girl group Katseye dancing to "Milkshake" by Kelis and was an instant hit. The ad was also notable as it came during a denim ad war of sorts, with several brands releasing their own headline-making campaigns, including American Eagle and Lucky Brand. Dickson said Gap's campaign especially helped attract Gen Z consumers, who he described as "highly engaged.""
Gap Inc. reported third-quarter results that exceeded Wall Street expectations and raised its guidance. The "Better in Denim" campaign achieved more than 8 billion impressions and 500 million views, generating significant traffic and double-digit denim growth. The campaign featured Katseye dancing to "Milkshake" by Kelis and ran amid a summer denim ad war with competitors including American Eagle and Lucky Brand. Gap credited the campaign with attracting highly engaged Gen Z consumers and highlighted influencer content and collaborations, such as Sandy Liang, as drivers of relevance and younger traffic. The stock rose about 5% in after-hours trading following the earnings report.
Read at Business Insider
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