Gap launched a digital and social marketing campaign, 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.Yâa play on D.I.Y.âthat 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."
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.
Source: Direct Marketing News
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