the community wears Gap
Gap’s comeback to culture
Gap was staging a comeback. Celebrity partnerships with the likes of Tyla and Trove Sivan skyrocketed Gap's SOV across social and marked Gap's return to the cultural conversation.
Our job was to help Gap sustain that relevance by cultivating and scaling their community.
We understood that for Gap to remain relevant, they needed to connect to culture and community.
Our recommendation? An always-on, multi-tiered creator strategy anchored in target creator profiles connecting communities and bigger influencers through gifting (brand fans) in order to create brand heat, awareness and resonance.
Our Gap Icons
Macros aid in defining TOV, maximizing social reach and rebuilding consumer perception through recognizable, valued faces. Spearheading creative concepts to trickle impact and influence through to lower-tiers.
Mid-tier
Gap's tastemakers. These creators embody Gap's fresh perspective, driving culture and championing originality by tapping into music, dance, and culture through sharing authentic content.
The always-on Gap community. From dancers to stylists and beyond, these trend-focused creators are constantly driving culture with their originality, trialing and testing subcultures and niches.
Creators received an open brief designed to celebrate their creativity. Whether their passion is fashion, music, art, or dance, our community was empowered to express themselves authentically and on their own terms.
OUR RESULTS
OUR RESULTS
The result? An assortment of high-performing content that felt both original and intertwined with Gap's DNA.
“Buttermilk have understood how to take our brand and rebuild relevance via creators whilst also reconnecting with our unique heritage.”
See more of our work
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We work with the world's most exciting brands and connect them with the world's finest tastemakers.
