Retailer 'turns to internet marketing over TV'


The Gap has chosen to forgo traditional television advertising for its new fashion line, instead opting for social media as its marketing channel.

Born to Fit, a new line of denim wear, will be using Facebook as its main advertising channel in order to reach consumers.

Created by AKQA, the campaign will feature banner ads placed on blogs to state what each page is there to do. The banners on popsugar.com – a lifestyle and entertainment site – state the journal is ‘born to strategise’.

Although the campaign will also use more traditional marketing methods such as cinema, print and outdoor ads, their purpose is to send more consumers to the Facebook page. Once there, users will find a video of Rada Shadick – Gap’s fit engineer – explaining the inspiration behind the new line.

Experts in the online marketing sphere recently suggested that it was necessary for digital advertisers to harness the power of social networking as it offered good campaign opportunities.

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