Gap continues marketing push through social channels

Social media marketing continues to pay a key role in fashion retailer Gap's advertising strategy, with the company's latest global campaign designed to reach consumers across Facebook, Twitter, Instagram and Pinterest.

The US firm's spring collection is being promoted across the social channels with the hashtag #Livedin, which reflects the theme of the season's advertising message.

In addition to the widespread social marketing activity, Gap has also worked in partnership with Vogue magazine to create the first-ever tactile fabric print ad for the publication's March issue. The ad includes a fabric logo made from the cotton of a worn-in T-shirt, which it is hoped will reinforce the company's spring message.

The campaign was developed in Gap's Creative Centre in New York, in partnership with Peterson Milla Hook.

Emerging global stars, including US actors RJ Mitte and Julia Garner, as well as English singer-songwriters Birdy and Anna Calvi, are among the artists who were chosen to take part in the "Lived-in" ads.

Seth Farbman, Gap's global chief marketing officer, commented: "We are proud of our tradition of finding emerging talent from around the globe and sharing them with the world in an authentic and meaningful way."

Gap launched its first US TV ad campaign for four years in 2013, and has been commended by marketing experts for its use of Twitter in building momentum around its new ranges.

Last summer's Back to Blue campaign saw the retailer broadcast its advertising spots on Twitter ahead of their official airing on US prime-time TV the same evening, helping to boost brand engagement.

Speaking at the time, Kristin Brewe, director of marketing and communications at the UK arm of the Internet Advertising Bureau, said it was "a great example of brand-led, idea-centric advertising that's so important in reaching today's always-on consumer".