To connect with style-conscious millennials around the world, develop a universal, franchise-friendly solution through a Facebook app that plugs into GAP’s existing channels.
Doris and Don Fisher opened the first Gap store in 1969 with a simple idea — to make it easier to find a pair of jeans and a commitment to do more. Over the last 46 years, the company has grown from a single store to a global fashion business.
For #1969denim, a street-style photographic campaign was created using real millennials, not models, wearing GAP jeans in their own style. Ongoing and seasonal, content is light, flexible, participative and shareable – ultimately to drive traffic in store.
The look and feel of the microsite/app follows brands guidelines while exploring photographic content as the main 'actor', not only for pictures created for the platform but also Instagram feeds with the #1969denim hashtag or even videos.
Navigation allowed product browsing by gender, collection or dedicated styles (hashtags).
Finally, a dynamic promo element alerted the user of ongoing opportunities.