Why Gap x KATSEYE Took Over the Internet
- Sep 7, 2025
- 2 min read
Science of Viral Marketing
Jonah Berger, a renowned expert on word-of-mouth marketing, introduced the STEPPS framework in his best-selling 2013 book ‘Contagious: Why Things Catch On’. It explained why content goes viral, established principles and noted key factors that are consistently present in successful campaigns.
This model will be examined through GAP’s 2025 collaboration with the global girl group KATSEYE and its ‘Better in Denim’ campaign.
The collaboration showcased GAP’s new denim collection that blended the Y2K aesthetic with modernised fits. The campaign celebrated unity and individuality by featuring dancers of diverse backgrounds, styles, and appearances. It achieved remarkable success across social media platforms (TikTok, Instagram, X, YouTube) and generated 8 billion total impressions and over 100 million views on TikTok alone. CEO of GAP Inc., Richard Dickson, even stated that it single-handedly outperformed GAP’s previous four seasons combined.
Now, why was this viral?
Social Currency, Triggers & Emotions
Based on Berger’s STEPPS model, the campaign demonstrated social currency through a unique and remarkable concept. Gap strategically aligned its brand identity and goal of bridging generational, cultural, and individual differences through unified interests — fashion, pop music and dance.
Key features included reviving Kelis’s 2003 hit song Milkshake and pairing it with a globally rising girl group whose tracks are currently topping the charts. As a result, this bridged generational audiences by evoking nostalgia among millennials while simultaneously appealing to Gen Z. The campaign further exceeded expectations and evoked strong positive arousal, particularly excitement and awe, through its highly creative and detailed choreography, dynamic cinematography, and fashion-forward styling.
The concept was so refreshing, relevant, and creative that people couldn't wait to share it instantly across platforms
KATSEYE x GAP YouTube & Search Rankings (Credits: X & LinkedIn)
GAP also made fans feel like insiders by releasing dance challenges, with choreographer Robbie Blue breaking down the moves on TikTok and encouraging fans to participate.
Furthermore, the campaign reflects Berger’s principle that “top of mind means tip of the tongue” by generating immediate word of mouth (WOM) following the slight controversy surrounding American Eagle’s denim collaboration with Sydney Sweeney. It sustained ongoing WOM through consistently sharing behind-the-scenes footage, interviews and dance trends throughout its rollout, while eliciting the importance of social unity, self-confidence, and individuality. As a result, set a high standard for what a successful modern marketing campaign would look like.
Stories
Finally, the campaign delivered powerful storytelling that extended beyond the promotion of denim, positioning GAP as a community that is inspiring, inclusive, and welcoming.
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