May 10, 2012

Gap launches digital and social campaign

Gap launched a digital and social marketing campaign May 10, said Rachel Tipograph, global director of digital and social media at the Gap. The “Be Your Own T” campaign accompanies the launch of a new t-shirt collection and includes several digital experiences, including a Facebook initiative.

Part of the campaign is called T.I.Y—a play on D.I.Y.—that shows customers how to “upcycle” old t-shirts into new items, such as flip flops, the company said. “For T.I.Y., the experience lives across Facebook, Twitter, Instagram, Pinterest and blogs,” Tipograph said “Communities like Facebook, Twitter and Pinterest are an integral part of consumers' lives, so it's important that we engage with them on these properties.”

“For T.I.Y., we are releasing a new project every Friday within our social channels for eight weeks,” she said. T.I.Y was created in partnership with Threadless.

The other digital aspect of the launch, called Styld.by, is a partnership with Gap and several blogs, including Refinery29, Rue and WhoWhatWear, Tipograph said. Styld.by is a way for the Gap to collaborate with these blogs and to introduce new content and items through them, the company said in a statement. It's like a catalog, the company said, but the partners get to curate content and engage readers, too.

Styld.by was developed with AKQA and launched in February, she said.