Gap’s recent advertising campaign, featuring KATSEYE and the song “Milkshake” by Kelis, has seen significant engagement since its launch on August 19. According to data from Luminate, streams of “Milkshake” increased by 179%, rising from approximately 796,000 streams during the week of August 15-21 to about 2.22 million streams in the following week.
The “Better in Denim” advertisement prominently showcases KATSEYE performing a dance routine choreographed by Robbie Blue, which has sparked a trend on TikTok as users create videos imitating the dance. The campaign has garnered widespread attention, coinciding with recent discussions surrounding denim advertising, including a campaign by American Eagle featuring Sydney Sweeney that faced some backlash.
Despite the controversies, American Eagle reported strong second-quarter sales, with CEO Jay Schottenstein attributing some of that success to Sweeney’s campaign. As noted by CMO Craig Brommers, effective advertising has a significant impact on sales.
“Milkshake,” co-written and produced by Pharrell Williams and Chad Hugo for Kelis’s 2003 album, has a history of reviving attention, having also featured in the 2004 film Mean Girls.
- Why it matters:
- Increased awareness of the iconic song could lead to potential resurgence in music sales and streams for Kelis.
- Gap’s successful campaign may influence future marketing strategies across the fashion industry.
- The latest: Streaming numbers for “Milkshake” continue to rise as the campaign progresses.
Source: https://www.hollywoodreporter.com/music/music-news/milkshake-streams-double-after-katseyes-viral-gap-denim-ad-1236359237/
Source: https://www.hollywoodreporter.com/music/music-news/milkshake-streams-double-after-katseyes-viral-gap-denim-ad-1236359237/