Why GAP’s “Better in Denim” Campaign Took Over the Internet: The Psychology & Economics of Going Viral

Photo Credit: Pulse-advertising.com

Introduction & Conclusion written by An Le 

Psychology Paragraphs written by Michelle Yu 

Economics/Business Paragraphs written by Elaine Hua & Shreyal Bhagwat

Edited by Shreyal Bhagwat

“My milkshake brings all the boys to the yard…” and it brought 400 million people to GAP's denim field in only 3 days (including my millennial mom). The “Better in Denim” campaign featuring the emerging girl group Katseye is what GAP calls “one of the most iconic brand campaigns” that they have done. But here’s the thing: GAP has sworn by this exact formula for the past 30 years: a hit song, a monochromatic backdrop, an infectious dance, and blue jeans (see their "Get loose" ad from one year ago with 1M views). So why does it feel groundbreaking this time? Was it solely because of Katseye’s dancing or was there more to the story? How did a familiar recipe ignite one of the most viral brand moments of the year? These questions are what drive our article for this week: the psychological and economic forces that turned GAP’s simple denim advertisement into a cultural global takeover and left it on replay in our minds.

Click here to see GAP's "Better in Denim" advertisement right now!

Psychology: Why do we feel “Better in Denim?”

Social Identity Theory

Have you ever bought something or been convinced to buy something because it was a trend or your favorite celebrity has it? Well, a similar thing is happening here. The Katseye x GAP ad isn’t just selling denim jeans, they’re selling belonging. That is, belonging to a globally known pop group. Social Identity Theory is the concept that part of our identities are from the social groups that we belong to. Whether this is through school cliques, clubs, ethnicities, or age groups, each group has its own values and traditions, some of which we follow to feel a sense of belonging. There’s two types of groups, however. You have the “in-groups” which is, like the name implies, the groups that you are in or belong to. Then, there’s the “out-groups:” groups that we don’t necessarily belong to, but may look up to, or look down upon. Here a customer who is interested in the Katseye x GAP ad is in the “in-group” of the consumers, and the “out-group” is Katseye. Although the consumer can’t actually enter the Katseye group, they can “join the group” in other ways by seeking out positive emotion and conformity through ways such as wearing the same products that they do. 

Self-Esteem

Who knew that a simple pair of jeans could have such an impact on your confidence? This is something that Katseye x GAP kept in mind while making the campaign. Self-esteem is simply how highly you think of and respect yourself. There are many ways that people can boost their self-esteem. Some people do it through achievements, doing things that they enjoy, or simply self-care. However, another common way to increase self-esteem is through fashion, and being confident through what you wear. Psychologists like Abraham Maslow believe that in the hierarchy of needs, self-love and esteem is a basic human need, since it can impact your day to day life in ways like energy, performance, relationships, and even physical health. The Katseye x GAP ad is different from other denim ads, as it takes a “music video” approach. By dancing around, this shows that the members of Katseye, along with the backup danes, are comfortable and therefore confident when wearing this denim. This shows that by wearing specifically the brand GAP jeans, people will feel more confident, thereby improving their self-esteem. Their campaign motto is “better in denim,” but to be more specific, they claim you’ll feel “better in [GAP’s] denim.”

Classical Conditioning

Classical conditioning is the idea that having a specific stimulus and response be repeated over and over again, your brain will form an association between the two. With classical conditioning, there are 4 main components. First is the Unconditioned Stimulus (US). This is something that doesn’t have a link in your head yet, but it does provoke an Unconditioned Response (UR). In the Katseye x GAP ad, the Unconditioned Stimulus is the image of confident, comfortable, and happy dancers, and the Unconditioned Response is feeling happy and empowered by the ad because of its entertaining “music video” layout. Eventually, the Unconditioned Stimulus (US) will evolve into a Conditioned Stimulus (CS). Essentially, the stimulus will change from the viewing of the dancers and Katseye into the denim clothes that they’re wearing. Following this, the Unconditioned Response will turn into a Conditioned Response (CR), and the response will turn from feeling confident and empowered by the dancers into feeling confident as you wear or see the GAP denim products. 

The Economics of Going Viral: GAP’s vs. American Eagle's Denim Campaign

Attention Economics

If you have seen this ad, chances are it captured your attention instantly. Like me, my friends, and so many people online, you probably have the song and dance routine from GAP’s “Better in Denim” campaign stuck in your head. That shows exactly how powerful attention economics can be. Attention economics is the idea that in a world flooded with content, human attention is a scarce resource, and capturing it creates value. Brands, media, and creators compete for attention because the more people focus on their content, the more influence, engagement, or revenue they can generate. GAP executed this perfectly by combining familiarity with novelty. They picked Katseye, a rising global girl group with members from multiple nationalities, giving the campaign immediate diversity and global appeal. They also had such a clear target audience: Gen Z and young adults all around the world, making it easy for viewers to see themselves in the campaign. Pair that with the instantly recognizable song “My milkshake brings all the boys to the yard” and its catchy rhythm, and the ad becomes difficult to ignore. On top of that, the music-video style production made it fun to watch, memorable, and easy to share. This is a huge contrast to American Eagle’s recent denim campaign featuring Sydney Sweeney (click here to see). Even though she is a beautiful and popular celebrity, nothing about that ad grabbed attention in the same way or stuck with Gen Z’s short attention spans. I see myself and my friends recreating the dance from GAP all the time, and even when scrolling through social media the influence of this ad is everywhere. GAP did not just sell jeans, they captured attention and turned it into a cultural phenomenon, showing how valuable attention really is when it can make people feel happy, confident, and part of a shared experience.

American Eagle's Denim Marketing Campaign featuring Sydney Sweeney Photo Credit: theaustralian.com

Network Effects and Virality 

I have never seen an ad like GAP’s “Better in Denim” that made me, my friends, and so many people online not just watch but actively participate in it. Millions of people are recreating Katseye’s dance on TikTok, Instagram, and YouTube, which is a perfect example of network effects. In economics, network effects occur when the value of a product, service, or trend increases as more people engage with it. Unlike attention economics, which focuses on simply capturing a person’s focus, network effects are about how participation grows the value of the content for everyone involved. Each person who posts a dance video makes the trend more visible, more appealing, and more desirable for others to join. This is why the campaign spread so quickly and why it feels like a cultural movement rather than just a commercial. By creating a challenge that was fun, shareable, and tied to a global pop group, GAP turned viewers into participants. Unlike American Eagle’s campaign with Sydney Sweeney, which many noticed but quickly forgot, GAP’s campaign created a loop where each new post reinforced the trend, pulling even more people in. Economically, this matters because the more people engage, the more social proof GAP gains, which boosts perceived brand value, sales potential, and cultural relevance. Network effects show that virality is not random, it is predictable, measurable, and a powerful driver of economic value when a brand can make participation contagious.

Signaling & Brand Value

Why did wearing GAP jeans suddenly feel like more than just putting on clothes? That is the power of signaling. In economics, signaling happens when one party communicates information about itself to others through credible choices or actions. Fashion is one of the clearest examples, since what we wear signals identity, taste, and belonging. GAP used Katseye as a signal that their jeans are stylish, culturally relevant, and connected to a global youth audience. Buying their denim is not just about fabric, it is about signaling that you share in that energy and confidence. This ties directly to brand value, which is the worth a brand carries in consumers’ minds based on reputation, trust, and cultural impact. By associating their jeans with a viral, high energy campaign, GAP strengthened that brand value, turning their denim into symbols of confidence, inclusion, and unity. The ad does not just entertain, it invites participation, making people want to wear the signal, feel the belonging, and carry that feeling into daily life. That recognition drives loyalty, repeat purchases, and a stronger emotional bond with the brand. Signaling here is not just clever marketing, it is economic strategy in action.

Conclusion

It was not luck that made GAP’s “Better in Denim” campaign a global phenomenon. At its core, the campaign worked because it tapped into belonging, confidence, and participation, creating a shared experience that resonated far beyond the ad itself. In an age dominated by virality, the brands that endure are not just competing on quality or price but on the meaning they represent. They are asking consumers to buy into an identity, an emotion, or even a worldview. The concepts explained in this article are everywhere, shaping how trends spread, how people connect, and how value is created in daily life. The next time you scroll, watch, or share something online, notice what you pay attention to and how you interact. Those choices reveal what you value, shape how others see you, and show how your time and energy carry meaning in ways you might not realize.