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Storytelling Social Campaigns

Gap's Instagram Video Marketing Campaign is Short, Sweet & Strange

— February 16, 2015 — Fashion
Storytelling is hard enough to do at feature film length, but with its latest Instagram video marketing campaign, the Gap is challenging itself to tell a tale in short 15-second instalments. The 12-part microseries stars Jenny Slate and Paul Dano and it is described as "The weirdest love story ever Instagrammed."

Although more information about the looks shown in the video are available through links provided by the Gap, the series is more about telling a tale than it is pushing particular items of clothing. Now that Instagram supports automatic video looping, the 'Spring is Werid' short film becomes even more surreal to watch, especially since it is only delivered to viewers in bite-sized pieces. Still, fans of the Gap will want to routinely check in to follow along and see what happens in this unconventional tale of love.
Trend Themes
1. Short Instagram Stories - Opportunity to create engaging and immersive storytelling experiences using short videos on Instagram.
2. Microseries Marketing - Opportunity to leverage short video segments to create a suspenseful and captivating series that keeps viewers coming back for more.
3. Surreal Social Campaigns - Opportunity to experiment with unconventional and surreal storytelling techniques in social media marketing campaigns.
Industry Implications
1. Fashion Retail - Disruptive innovation opportunity for fashion retailers to create immersive storytelling experiences through short video marketing campaigns.
2. Entertainment - Disruptive innovation opportunity for the entertainment industry to explore new ways of storytelling through bite-sized video series.
3. Social Media Marketing - Disruptive innovation opportunity for marketers to push the boundaries of storytelling on social media platforms like Instagram.
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