Results at a Glance
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227% over-delivery on impressions
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10.92% engagement rate
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51% increase in branded search
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2,000+ creators activated
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Sold-out co-created product
“Influence shifted from brand to community.”
Campaign Snapshot
The Insight
As a heritage fashion brand, Gap needed to regain cultural relevance with modern audiences.
To reconnect authentically, the brand had to move beyond endorsement and invite its community into the creative process.
The Strategy
Buttermilk reimagined influencer marketing as co-authorship.
Over 2,000 creators were empowered to reinterpret Gap’s identity in their own style, transforming them from influencers into collaborators.
Anchored by cultural icons including Troye Sivan and Tyla, the campaign blended content, commerce and community into a participatory fashion movement.
The Execution
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2,000+ creators activated globally
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Green-screen styling moments driving viral participation
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Co-created product launch
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Cultural amplification through Troye Sivan and Tyla
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Cross-platform creator storytelling
The campaign blurred the lines between brand narrative and community expression.
The Impact
The campaign delivered 227% over target on impressions and achieved a 10.92% engagement rate.
Branded search increased by 51%, and the co-created product sold out.
Beyond performance metrics, the initiative repositioned Gap culturally by placing its community at the centre of the brand story.