Gap is making big moves in marketing by connecting with younger shoppers through smart partnerships. Their fall “Better in Denim” campaign was a huge hit, and now they’re using that energy for an even stronger holiday push. Here’s how Gap is turning viral buzz into lasting brand love.
Fall Hit: “Better in Denim” with Katseye
Gap’s fall campaign partnered with rising global girl group Katseye, dancing to Kelis’ “Milkshake” in classic Gap denim. This wasn’t random, it targeted Gen Z marketing perfectly, blending nostalgia, fashion, and viral energy.
The results crushed expectations:
- 8 billion media impressions
- 20+ million views in first 3 days (beating 4 prior seasons combined)
- Double-digit denim sales growth
This authentic, digital-first approach spoke directly to young fans who value culture and realness.
Holiday Extension: “Give Your Gift” Campaign
Building on fall momentum, Gap launched “Give Your Gift” for the holidays. Led by Global CMO Fabiola Torres, it features Sienna Spiro covering Miley Cyrus’ “The Climb” with a multi-generational choir. The message? Hope, unity, and connection.
Key stats since November launch:
- 30+ million views
- Emotional storytelling broadens appeal beyond Gen Z
Gap evolved their winning formula: same authentic vibe, but holiday warmth for all ages.
Key Marketing Lessons from Gap
Gap’s playbook offers clear takeaways:
- Know Gen Z deeply: They want real cultural moments, not ads
- Tap pop culture for instant buzz and viral reach
- Build continuity: Extend winning campaigns, don’t restart
- Mix energy + emotion to reach different audiences
- Go digital-first for massive scale and measurement
Gap’s Bright Marketing Future
Gap proves legacy brands can reinvent through smart partnerships and cultural savvy. From Katseye’s denim dance to holiday heartstrings, they’re connecting across generations. Led by CMO Fabiola Torres, this strategy shows how relevance + emotion = real results.