The Gap Ambassador Program, a viral marketing campaign, was designed to drive awareness and trial of Gap's new denim fits through word of mouth influence and testimonials of brand Ambassadors.
To connect deeper with women and strengthen brand loyalty through meaningful, one-on-one interactions, Gap selected 100 women throughout the company's top 10 markets and anointed them brand Ambassadors.
Once identified, Gap Ambassadors were given an assortment of tools to use to communicate within their social circles: a website, emails, evites, and invitations to their own style party.
The marquee event of the program was a private style party hosted by Gap for each Ambassador and 30 of her closest friends. The parties were designed to drive awareness and trial of Gap's new denim fits in a fun, hip, and most importantly, relaxed environment. After each event, guests were given their favorite pair of jeans, 10 friends and family discount cards, a special 20% discount offer just for them, and a much sought after gift bag.
Jean Sales:
In every one of the top ten markets, the most popular fit at style parties started selling out at regional levels and were eventually unavailable countrywide. This resulted in a 100% distribution rate for several of the new fits.
Viral Offers:
25% off Ambassador Membership Card (multiple use)
- Circulation: 100
- Redemption Rate: 577%
20% Discount Card (for party attendees)
- Circulation: 4000
- Redemption Rate: 97%
10% Friends and Family Viral Discount Card (one time use)
- Circulation: 30,000
- Redemption Rate: 20%
By creating a word of mouth campaign that went beyond traditional marketing and engaged women on a deeper emotional level, Gap was successful in not only selling jeans and increasing overall sales, but shifting female perception from "Gap has jeans" to "Gap has my FAVORITE jeans."
Credit Information
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Client: Gap
Agency: A Squared Group
Budget: Undisclosed
Date of Campaign: August 2005 to October 2005
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