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Jumping on the social media band wagon is high street retailer, GAP. They have chosen to avoid traditional television advertising for its new line and are marketing their ‘Born to Fit’ range on the global networking site, Facebook.
They are hoping the new line of denim wear will reach more consumers through this medium than on TV. The campaign will feature banner ads placed on blogs to state what each page is there to do. The banners have been placed on a lifestyle and entertainment website called popsugar.com and they have titled the journal ‘Born to Strategise.’
Alongside the campaign, GAP, will also be using more traditional marketing methods such as cinema, print and outdoor ads, the purpose of these though is to send consumers to the Facebook page. On the page they have cleverly placed a video of Gap’s fit engineer – Rada Shadick, explaining the inspiration behind the ‘Born to Fit’ range.
More and more consumers are turning to social media for day to day things like finding out the latest headlines and what’s new from manufacturers – the bonus for consumers is that people are able to immediately comment on a product or news story thus giving a positive or negative review. As we discussed in our earlier post, Find a Fortune on Facebook, companies like GAP are starting to abandon their large scale television ads in favour of social media.
Knowing that their peers will be there to assist in their decision making is a comforting thought for consumers, so for a company to get on their right side is highly important in this day and age as one negative comment posted on a social network site could be very damaging.
With recent studies showing that online advertising is just as effective as television it is perhaps understandable that more companies are heading online. Experts in the online marketing sphere have recently suggested that it is necessary for digital advertisers to harness the power of social networking as it offers great campaign opportunities and will inevitably boost the profile of a company.
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