Social Status 15/03/2024
Gap just broke the internet and here’s how they did it
With the aim of reinvigorating the brand and attracting a younger consumer, the Gap team tapped into two viral TikTok trends to inspire their latest campaign ‘Linen Moves’.
The brand featured a TikTok viral hit, the Jungle single ‘Back on 74’, in the campaign video. The original music video has a huge 21 million views on YouTube. On TikTok, the hashtag #BackOn74 has, to date, scored upwards of 200 million views and inspired countless replication attempts.
The campaign featured familiar face and GRAMMY winner, Tyla. Another TikTok sensation - Tyla's single ‘Water’ saw the creation of the #WaterDanceChallenge, which catapulted her into the limelight.
TikTok users went wild for the collab. Since the release of the campaign, users have been replicating the #LinenMoves dance on their own social channels. The post achieved 14.5 million views and the sentiment in the comments is overwhelmingly positive. Collaborating with on-the-rise artists might just help Gap engage Gen Z shoppers and escalate declining traffic and cultural relevance.
As part of the collaboration, Gap will work with Jungle and Tyla to create a Spotify playlist, further connecting fashion, music and self-expression. It’s safe to say that this Y2K-inspired strategy has kickstarted a much needed brand reset for Gap.
💭 Thought starter
The right partnership at the right time can get your brand in front of the right eyeballs. Partnerships like this may be expensive, but they really drive relevance forward!
⏰ Is TikTok running out of time in the US?
US House of Representatives voted to ban TikTok, giving social media giant ByteDance six months to sell its stake in the social platform or see the app blocked in the US.
Recommended by LinkedIn
🤔 Time to take Reddit seriously?
Reddit announced it’s launching a feature called Reddit Pro, a free suite of tools and analytics to track activity and help businesses grow an organic presence.
💰 Thought Leadership goes paid
LinkedIn turns its Thought Leader ads into branded content promotion by enabling businesses to promote content from employees, or any user, within the platform.
💔 X betray their short form roots
X is introducing X Articles, a blogging platform built into the app - a move that goes against everything that Twitter stood for.
Thanks!
Leave us a comment if you have any questions.