Gap's 'Better in Denim' ad, featuring the girl group Katseye dancing to Kelis's "Milkshake," went viral just before the company's second-quarter earnings call. CEO Richard Dickson reported 20 million views in the first three days, 400 million total views and 8 billion total impressions, and called the campaign the No. 1 search on TikTok. Dickson said the ad earned more views in three days than the full length of the prior four releases combined, calling it reinforcing the cultural relevance of the brand. The release contrasted with a controversial American Eagle denim campaign and a viral Lucky Brand ad featuring Addison Rae. Gap reported Q2 sales that missed estimates, with shares trading down slightly amid tariff-related headwinds.
"Twenty million views in the first three days, 400 million total views, and 8 billion total impressions. 'Better in Denim' is the No. 1 search on TikTok," Dickson said on the call. "These aren't small facts or small stats. This is proving that Gap is a powerful pop culture brand."
"reinforcing the cultural relevance of the brand."
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