Gap Launches Star-Studded "Gifted" Holiday Marketing Campaign Amid Sales Woes

Ready your horses, marketing aficionados of Portland, Oregon. 'Tis the season of giving, and Gap has decided to wrap up the gift of creative marketing campaigns, all satin-bowed for your learning (and inspiration) pleasure!

In a recent story shared with Marketing Dive, Gap announced its holiday marketing campaign, idolizing the joy of self-expression and selectively hand-picking themes related to the word “gifted.” And sincerely, who doesn't want to be pampered with the bliss of being "gifted"?

Adding more jewels to its marketing tiara, the megabrand has partnered with a prism of gifted individuals to zest up its campaign. Among the glimmering names are Grammy-winning musician Alanis Morissette, author Jay Shetty, and his cookbook-author wife, Radhi Devlukia-Shetty. It’s quite an eclectic mix of influential individuals from various walks of life who embody the concept of being 'gifted'. As delicious as a fruit cocktail garnished with a 60-second promotional spot showcasing seasonal looks.

Gap's campaign is spirited enough to span digital media, out-of-home, video, social platforms, and their own branded channels. This, while retaining its long-standing valuation of individuality in its marketing, despite its business facing the thunderstorm.

Gap's "gifted" approach, rooted in a sense of uniqueness, reinforces a common theme in the brand’s marketing. It invites us to relate to the joy of shared company while nodding to its heritage by displaying fresh styles across generations. A cunning step, might I say, to broaden the retailer’s appeal - a large canvas splashed with colors from different generations.

The campaign's impressive lineup doesn't stop at the Morissettes and Shettys. With model Florence Huntington-Whiteley; Grammy-winning composer and songwriter Diana Gordon; Japanese model, actress, and singer Rola; and the founders of chef collective Ghetto Gastro, Gap is definitely riding the eclectic wave.

In terms of fashion, Gap is putting the spotlight on its new CashSoft, a fluffy-as-a-cloud proprietary knit. When paired with the retro-enthusiasm of ‘90s Loose Jeans and Baggy Khakis, it looks like Gap is strategically layering itself up for the holiday season sales chill.

Despite their net sales plummeting 14% year-over-year in the second quarter, the brand could see a lift thanks to the festive season. With consumers projected to spend an average of $1,652 on gifts this year, surpassing pre-pandemic levels, Gap's glitzy "Gifted" campaign might bask in the glory of consumer nostalgia and lead to a very merrY sales season!

Grabbing the bull by the horns, Gap’s innovative marketing approach could be a game-changer. Much like we at Juice.ai help businesses like yours streamline their content marketing strategies. Much like Autopilot in a Tesla, our Autopilot feature helps you cover topics you need, while delivering fresh daily content to drive highly targeted traffic to your website.

By automating your content marketing to find powerful keywords and generate unique media-rich articles automatically, Juice.ai can help you to dominate your niche and grow your site traffic. Hopefully, like Gap, we can collaborate to wrap up your perfect holiday marketing gift. Now, who said there’s no future in being gifted?

About The Author

Derek Sturman
Co-founder of Juice.ai, CEO of Panda
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