Gap Is Back: A Global Community

The Challenge

Gap needed to sustain cultural momentum following its brand resurgence, transitioning away from periodic promotional campaigns to maintain continuous relevance with modern fashion audiences.

The Strategy

The brand transformed its influencer strategy into an always-on, global creator ecosystem. The strategy focused on empowering creators across fashion, dance, music, and art to continuously reinterpret Gap's identity across key global markets.

Execution and Innovation

Buttermilk partnered with over 2,000 creators across 12 international markets on TikTok, Instagram, YouTube, Substack, and in physical retail stores. The campaign produced viral moments like the Gap x KATSEYE collaboration and launched "GapShot," a social-first content franchise.

Results

The initiative generated over 170 million impressions and a 198 per cent year-on-year increase in brand mentions. Crucially, it drove a six per cent increase in year-on-year comparable sales and produced a $17 return for every dollar spent on the creator programme.

Judges' Verdict

"This is a highly effective always-on creator ecosystem that successfully evolves Gap from campaign-led activity to sustained cultural relevance."