Gap's Viral Denim Ad Boosts Kelis' 'Milkshake' Streams by 179%

What's Happening?

Gap's recent denim campaign featuring KATSEYE has led to a significant resurgence in the popularity of Kelis' 2003 hit song 'Milkshake.' The advertisement, titled 'Better in Denim,' showcases KATSEYE dancing to the song, which has sparked a trend on TikTok with users imitating the dance routine. According to data from Luminate, the song's streams increased by 179% since the ad's release on August 19, jumping from approximately 796,000 streams to 2.22 million in the following week. The campaign's success reflects KATSEYE's global appeal and the viral nature of the dance, which was choreographed by Robbie Blue.

Why It's Important?

The resurgence of 'Milkshake' highlights the power of viral marketing and social media trends in influencing music consumption. Gap's campaign not only boosts the song's popularity but also demonstrates the effectiveness of integrating classic hits into modern advertising strategies. This trend can lead to increased revenue for artists and record labels through streaming platforms. Additionally, the campaign's success underscores the potential for brands to leverage cultural nostalgia to engage audiences and drive sales, as seen with American Eagle's recent denim campaign featuring Sydney Sweeney.

What's Next?

The continued success of Gap's campaign may encourage other brands to adopt similar strategies, using iconic songs and viral dances to capture consumer attention. As the trend grows on TikTok, it could lead to further collaborations between brands and artists, potentially revitalizing other classic hits. Brands may also explore partnerships with social media influencers to amplify their campaigns and reach wider audiences.

Beyond the Headlines

The viral nature of the campaign raises questions about the ethical implications of using nostalgia and cultural moments in advertising. While it can be a powerful tool for engagement, it also risks commodifying cultural artifacts and moments. Brands must navigate these waters carefully to avoid backlash and ensure respectful representation of the artists and their work.