Gap drops TV for social media ad blitz

“The Gap, once admired for its TV commercials as much as its clothes, is banking on a new line of denim wear to help revive its sagging brand. But don’t expect to hear about it on television.

The new ad campaign from The Gap, titled “Born to Fit,” includes no TV commercials, instead placing a greater emphasis on Web advertising and social media — Facebook, specifically — than any effort in the retailer’s history. Offline, there are print, cinema and outdoor ads, but all will drive consumers to the initiative’s Facebook page. The effort launched on Thursday, August 13.”



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