- Gap partnered with “Recess Therapy,” a well-liked web series known for conducting candid interviews with children, to create playful video content promoting its clothing for the back-to-school season, per details shared with Marketing Dive.
- Central to the trouble is an 8-minute video featuring “Recess Therapy” host Julian Shapiro-Barnum, who interviews quick-witted kids in regards to the importance of the primary day of college. The creative will probably be promoted on Gap and the net series’ social media channels.
- The effort sees Gap tapping into popular culture while prioritizing light-hearted messaging, which it often utilizes for back-to-school campaigns. Other retailers have taken an identical approach this yr.
Gap’s tie-up with “Recess Therapy” showcases the importance of the back-to-school season through the lens of the youngest generation, counting on giggly commentary for a healthful marketing play that would ring a bell with parents. The move could also help boost sentiment during an otherwise gloomy back-to-school season, which is predicted to see a ten% year-over-year decline in consumer spending.
The collaboration with “Recess Therapy,” a channel best known for its now-iconic “corn kid” interview, also sees Gap tapping into popular culture, which could help drive reach. The 8-minute video features numerous children as they share their perspective on the importance of favor for the primary day of college, with one participant going so far as dubbing the occasion “fashion week for kids.” “Recess Therapy” is a component of a bigger portfolio of brands under Doing Things Media.
“We love to have a good time originality at Gap, and there’s no day that’s more essential to a baby to express their creative style than how they outfit themselves on the primary day of college,” said Erika Everett, head of promoting at Gap, in emailed comments.
The video showcases Gap’s back-to-school fashion, with items including logo hoodies, a faux-leather jacket and baseball hats. The collection also has a deal with sustainability, with some clothing created from recycled materials. While sustainability continues to be somewhat of a priority for consumers, its importance has fallen, with only 35% of oldsters planning to purchase such items this yr compared to 50% who planned to last yr, according to Deloitte findings.
Gap has often looked to uplifting messages for its back-to-school marketing. Last yr, the retailer unveiled its “Everyone Belongs” campaign, which included a spot that featured children playing and having fun with hobbies while sharing what it means to be different through messages like, “You could be you, and I could be me.” As a part of a 2021 effort, GapKids released its “Individuals” campaign, which spotlighted a classroom of Memphis fifth graders and their teacher who went viral online for his personalized handshakes.
Aside from Gap, other retailers have looked to positive messaging to drive their back-to-school strategies. For example, Amazon earlier this month collaborated with actor Randall Park for a tongue-in-cheek campaign that urged parents to spend less on school supplies. Also in July, Carter’s released its “Love Every Moment” campaign, which goals to communicate the worth in life’s sentimental moments.
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