Marketing has always been important when it comes to receiving mass interest, and the value of tactful marketing has only increased as online activity has risen over recent years. The clothing brand, GAP, showcased its profound understanding of the significance with its most recent collaboration. Katseye, a global pop girl group, consists of six members who are skilled singers, dancers, and performers.

On August 19th, GAP and Katseye came together and released a music video-style advertisement that garnered immense amounts of positive attention from the media. According to The Seattle Times, the partnership received around “400 million views across all social media platforms in the span of three days, a difficult accomplishment.”

So, why was this denim dance number to “Milkshake” by Kelis such a huge success? Well, the timing and environment of the video during its release were impeccable. Less than a month prior, Sydney Sweeney, a well-known actress, partnered with American Eagle to promote their jean line. Both American Eagle and Sydney Sweeney suffered fallout from all media forms, as the content being shared was viewed as discriminatory by many. Viewers felt implications of racism, causing a decline in interest in the brand entirely.

Soon after, GAP released “Better In Denim” with Katseye, and spectators were compelled to rewatch. The failure of the previous American Eagle campaign had set the stage for GAP to storm in and easily obtain beneficial engagement from onlookers. Additionally, the diversity of members in Katseye gave those who felt offended by American Eagle’s campaign cause for further appreciation for GAP as a clothing brand. 

Additionally, “Better in Denim” was simply more visually appealing to many. The satisfyingly choreographed routine earned recognition from all sorts of people, not only dancers or performers. Kayla Duke (12) agrees as she states, “The video was addicting, I couldn’t stop going back to watch.”

This advertising campaign has captivated multiple minds as the number of views continued to grow after the initial three-day mark. Masses of social media users took to social platforms as well, expressing their approval of GAP’s newest creation. Whether it be their love for GAP, appreciation for the arts, or acclaim for the diversity, numerous influencers agree that GAP’s marketing schemes were successful.

People are now more interested in buying from the brand, and as Elise Doty (12) says, “The video GAP and Katseye created together made me want to go out and buy a pair of jeans from them.” Whether you love GAP or not, it is apparent that their marketing tactics in this instance were incredibly victorious and deserve heavy praise. Now, it is likely that brands will be more inclined to look towards the GAP x Katseye “Better In Denim” campaign for inspiration in the future.