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November 11, 2025
By Ismeray Leyva
Article topics: Market Research, Creative Decision Making
Behind every great campaign lies research that truly listens. Gap’s “Better in Denim” KATSEYE campaign transformed audience insights into powerful storytelling, creating a moment of cultural connection. The brand turned its denim into a message of individuality, diversity, and self-expression.
The Power of Knowing Your Market
Every successful campaign must establish a solid foundation by clearly identifying its target market. The goal is to understand the people behind the data. This includes their values, motivations, and identities. The “Better in Denim” GAP campaign beautifully illustrates how audience insights created a starting point for successful decision-making. GAP studied how their target market felt about individuality, diversity, and self-expression. Their research revealed a cultural movement that emphasized a desire for representation within their favorite brands.
Image courtesy of Harper's Bazaar
Image courtesy of Cosmopolitan
Research Driven Creative Choices
Research is the ticket to creating campaigns that build relationships with your audience. Without it, brands risk relying on assumptions and crafting messages that feel out of touch.
Market research helps answer:
Who is our audience really?
What values and trends matter to them?
How do we position our product in today’s environment?
GAP’s team used KATSEYE band members to truly embody diversity. Along with music and visuals that would capture the attention of their target audience. These decisions led to a successful campaign that screamed self-expression and individuality.
What GAP Did Right
GAP truly used research to its advantage, which helped the brand understand its market and move beyond the surface. Their efforts resulted in a creative campaign that truly resonated with their audience through shared values.
GAP’s research led to the creation of “Better in Denim," which:
Reconnected GAP with younger audiences
Generated buzz on social media
Empowered their audience to redefine denim
Reinforced Gap’s positioning as inclusive, modern, and culturally aware
The “Better in Denim” Katseye Gap Campaign proves that market research is the foundation of creative decision-making. The brand's success is a perfect example of reaching audiences through authentic connection. Brands must listen before speaking.
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