Gap has launched a 12-part “microseries” on Instagram video for its upcoming Spring campaign, called “Spring is Weird”.
Gap’s advertising agency Wieden + Kennedy has created a series of 12 short films, each only 15 seconds long, telling a love story between “Marcel the Shell” creator Jenny Slate and actor Paul Dano.
The series presents and promotes Gap’s top trends of the Spring season, which tie in with and bring the events to life in each of the episodes. One 15-second video will debut each week until the spring. Beyond Instagram, the video will appear on YouTube as well as various dating sites and apps, the campaign will include print placements and other online components.
GAP fashions such as Resolution Denim, Spring-Ready Khaki and Jogger Pants will be featured throughout the series’ episodes.
There will also be a side promotion named #APerfectFit, which will highlight the featured products while offering viewers special rewards for trying on the new form-fitting Resolution Denim and sharing their thoughts via their own social media feeds using the appropriate hashtag.
By leveraging micro content, Gap is catering to consumers who are increasingly short on time; especially when it comes to dedicating time to consuming brand promotions and campaigns online.
You may follow Gap on Instagram if you’re interested in the campaign.