Julie Channing, senior account director with The Gap’s digital agency explains the strategy this way, “We were really looking to reach out to fashionistas and influence audiences to start a conversation about how Gap has built this line of denim from the ground up.”
Really? So, consumers are going to visit a Facebook page and soon after begin conversing with friends and family about the development of a new brand of blue jeans?
What should we think about this attempt? Is it possible for a large company like Gap or other retailers to get rid of their TV budgets, to set it online. Of course, you need to check your core target, and see if actually that makes sense. For young active people, the Internet might actually be a better bet than TV. But can you really avoid going on TV if you need to reach the mass market?
Maybe someday it will be possible. When the Internet will be stronger, Internet companies will be able to propose to reach such large audience as the TV can right now. But so far, it remains unknown what kind of results those kind of campaigns might generate.
And you, what do you think about it?