LONDON: Fashion retailer Gap, which has spent heavily on celebrity-laden ads in recent years, is ditching TV for online social media for the relaunch of its Born to Fit jeans. The style was first launched in 1969 and spearheaded the designer jeans phenomenon.

It is trying to reach fashion leaders, loyal customers and sceptics through a campaign built around a Facebook fan page which features an interactive gallery, a virtual runway which clicks through to the Gap website and videos and commentary from Gap designers and "engineers". One of the aims is to stimulate online conversations about the redesigned jeans.

The campaign has been created by London online agency AKQA and, as well as the Facebook fan page, includes a StyleMixer iPhone app where users can mix and match outfits and receive feedback from Facebook friends and the iPhone StyleMixer community. The app also promotes offers when the user is near a Gap store.

Gap's executive v-p of marketing Ivy Ross says, "Our Born to Fit digital campaign enables customers to get as close as possible to the jeans without actually touching or feeling them. Then, once they've had the chance to try the jeans on in-store we encourage them to come back to our Born to Fit community to share their options, style tips or even create their own "Born to" expression."

Data sourced from New Media Age; additional content by WARC staff