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Gap’s Digital Campaign Taking Off with Blogs

At the heart of the Gap’s new global marketing campaign is – a first-of-its-kind digital collaboration between Gap and six top fashion and lifestyle blogs including Refinery29, WhoWhatWear, FabSugar, Lookbook, Rue and MOG.

Using key women’s items of the season like the Always Skinny Cropped Jean and Broken-in Straight Khakis, each of the six partners styled unique looks from their point of view, exemplifying how to “Be Bright” this spring.

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The looks will live on the partners’ sites within a Gap branded experience where people can get style inspiration, learn about the products featured, and click to purchase right from the experience. can also be shared on Facebook, Pinterest, Tumblr, Twitter and Stumbleupon, creating a new social experience.

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“ is an evolutionary way to take the idea of a traditional catalog and deliver it in a way that encourages people to engage with it in a place where they’re already spending their time, like fashion blogs and music sites. By asking our partners to curate our favorite pieces in a way that’s relevant to them, we’re giving consumers more than just our point of view,” said Seth Farbman, Gap’s global chief marketing officer.

[ Also Read: How Mom Bloggers Influence Politics and Society ] is first launching in North America, with plans to expand the experience globally.

The campaign, announced Tuesday, Feb. 14, tries to express some of the many interpretations of what it means to “Be Bright” in the modern world — from how a person approaches life and expresses their individuality, to how color can evoke a mood or shape an outlook.

Launching with its Spring 2012 collection, which is rooted in colored denim and khakis, this is stated to be the first creative expression of “Be Bright,” which will show up in various ways in each market globally going forward.

“Be Bright” was developed in partnership with Ogilvy and was developed in partnership with AKQA.

Gap Inc. is a leading global specialty retailer offering clothing, accessories, and personal care products for men, women, children, and babies under the Gap, Banana Republic, Old Navy, Piperlime, and Athleta brands.

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