Kelis’ ‘Milkshake’ Streams Soar After KATSEYE’s Viral Gap Denim Ad

Kelis’ 2003 hit “Milkshake” has experienced a remarkable resurgence thanks to Gap’s viral “Better in Denim” campaign featuring KATSEYE. The ad, which prominently showcases KATSEYE dancing to the song, has captivated audiences worldwide and quickly became a TikTok sensation, prompting a spike in streams.

According to data from Luminate, streams of “Milkshake” jumped 179 percent in the two weeks following the ad’s release on August 19. The track went from roughly 796,000 streams between August 15-21 to over 2.22 million streams the following week, marking a clear impact of viral marketing on music consumption.

KATSEYE and the Viral Dance Trend

The success of Gap’s campaign owes much to KATSEYE’s performance and global appeal.

• Dance Choreography: The routine, crafted by Robbie Blue, has inspired thousands of users on TikTok to recreate the moves.

• Social Media Influence: TikTok videos featuring the dance trend have amplified the ad’s reach, creating a ripple effect that boosted streams of “Milkshake.”

• Cultural Resonance: The campaign demonstrates how viral content can bridge generations, introducing classic tracks to a new audience while reigniting nostalgia for long-time fans.

By combining a visually engaging performance with a memorable song, Gap has leveraged social media culture to maximize both brand and music impact.

The Timeline and Growth in Streams

The numbers speak for themselves:

• Pre-Ad Performance: “Milkshake” averaged approximately 796,000 streams in the week before the ad debuted.

• Post-Ad Surge: Within a week of the ad’s release, the song’s streams jumped to 2.22 million, reflecting a 179% increase.

• Continued Momentum: TikTok trends and social media shares suggest that streams are likely to continue growing, as the dance challenge spreads globally.

This surge emphasizes the power of strategically timed ad campaigns in reviving classic hits, demonstrating the interplay between advertising, social media, and music streaming.

Gap’s “Better in Denim” Campaign

The ad itself is a visually striking celebration of denim fashion, with KATSEYE at the center of the campaign.

• Viral Appeal: The combination of catchy music and dynamic choreography helped the ad gain traction across multiple platforms.

• Brand Strategy: Gap capitalized on trending social media formats by encouraging dance participation and user-generated content.

• Global Reach: KATSEYE’s presence resonates internationally, giving Gap the ability to reach a diverse audience across age groups and geographies.

By creating a shareable, interactive ad, Gap has successfully merged marketing with entertainment, resulting in both increased brand visibility and renewed attention for Kelis’ hit.

Comparison to Other Denim Campaigns

Gap’s campaign comes shortly after American Eagle’s denim ad featuring Sydney Sweeney, which sparked controversy online:

• Culture War Online: Critics argued that Sweeney’s ad promoted problematic imagery, while defenders dismissed the backlash as an overreaction.

• Strong Sales Impact: Despite the debate, American Eagle reported strong second-quarter earnings, with CEO Jay Schottenstein highlighting the campaign’s effectiveness.

• Marketing Lessons: Gap’s approach, focusing on dance, music, and viral trends, shows a contrast to controversy-driven campaigns, proving that positive engagement can drive both brand and music success.

This comparison underscores the importance of authentic, engaging campaigns over ads that rely on controversy to generate attention.

The Legacy of “Milkshake”

While the Gap ad has reignited interest in “Milkshake,” the song has a long history of cultural significance and mainstream appeal:

• Production Credits: The track was co-written and produced by Pharrell Williams and Chad Hugo of the Neptunes.

• Chart Success: Originally released in 2003, “Milkshake” became an instant hit, widely recognized for its catchy hook and innovative production.

• Pop Culture Moments: The song was famously featured in Mean Girls (2004), accompanying a memorable scene that cemented its place in early 2000s pop culture.

By reconnecting with audiences nearly two decades later, the Gap campaign demonstrates how timeless songs can find new life in contemporary marketing.

Social Media Amplification

The role of social media, particularly TikTok, cannot be overstated in the resurgence of “Milkshake”:

• User-Generated Content: Thousands of users have recreated the choreography, sharing videos that drive streams back to Spotify, Apple Music, and YouTube.

• Viral Challenges: Hashtags related to the dance routine have gained traction, further promoting the song and Gap’s campaign.

• Cross-Platform Impact: The trend extends beyond TikTok, with Instagram Reels and YouTube Shorts also contributing to engagement and stream growth.

This case highlights the modern symbiosis between music and social media marketing, where one platform can dramatically influence consumption across others.

Marketing Impact and Lessons Learned

Gap’s success with the KATSEYE ad provides several marketing insights:

1. Leverage Nostalgia: Using a classic track like “Milkshake” connects with older audiences while introducing the song to new listeners.

2. Interactive Content Drives Engagement: Dance routines encourage user participation, creating organic virality.

3. Strategic Timing Matters: Launching the campaign following other viral denim campaigns helped capitalize on cultural trends without being overshadowed.

4. Celebrity Influence Amplifies Reach: Featuring KATSEYE allowed the ad to cross demographic boundaries, attracting fans of the dancer, the song, and Gap’s brand alike.

The campaign demonstrates that creative marketing paired with timeless music can generate measurable results, from streams to brand visibility.

Why “Milkshake” Remains Relevant

Even before the Gap campaign, “Milkshake” maintained a significant cultural footprint:

• Memorable Hook: Its instantly recognizable hook continues to resonate with audiences.

• Pop Culture Integration: The song has been featured in films, commercials, and TV shows for nearly two decades.

• Production Excellence: Pharrell Williams and Chad Hugo’s innovative beat and Kelis’ distinctive vocal performance helped the track remain timeless.

By pairing the song with a contemporary campaign, Gap ensures that “Milkshake” reaches both nostalgic fans and younger generations discovering it for the first time.

Looking Ahead: Streaming and Cultural Influence

The immediate spike in streams following the campaign indicates that music marketing and social media trends are closely intertwined:

• Sustained Momentum: If TikTok trends continue, “Milkshake” streams may remain elevated for weeks or months.

• Impact on the Music Industry: Brands can revive classic tracks by integrating them into viral campaigns, highlighting the potential for music catalog monetization.

• Cultural Resonance: Viral ads like Gap’s reinforce how music and fashion intersect, influencing consumer behavior and pop culture simultaneously.

Gap’s campaign illustrates a win-win scenario: increasing brand engagement while breathing new life into a 2003 hit.

Conclusion: A Modern Marketing Success Story

The Gap “Better in Denim” ad featuring KATSEYE has proven to be more than just a commercial—it’s a cultural moment that has revived a classic song. With streams of Kelis’ “Milkshake” jumping 179 percent, the campaign exemplifies the power of viral marketing, social media trends, and strategic celebrity partnerships.

By blending music, choreography, and shareable content, Gap has demonstrated how a modern ad can drive measurable results for both brand and music catalogs. For Kelis, “Milkshake” has found a new audience nearly 20 years after its release, while KATSEYE and Gap have reinforced their place in contemporary pop culture.

This campaign stands as a model for how brands can creatively leverage music, social media, and talent to create viral success, proving that sometimes, a classic track paired with the right moment can take over the internet all over again.