Gap Ambassador Program is Fueled by Word of Mouth - Event Marketer

Gap Ambassador Program is Fueled by Word of Mouth

DB_Gold_Gap_2006 Ex
Brand: GAP
Agency: A SQUARED GROUP
Awards: EX AWARDS — BEST MULTI-MARKET EVENT (CONSUMER)
Year: 2006

The Ambassador Program was designed to generate word of mouth for a new line of women’s jeans through 100 carefully selected brand ambassadors. Participants, ranging in age from 18 to 48, were chosen in Gap’s top 10 markets. They were given access to a custom web site and tailored emails to communicate within their social circles, and Gap sent monthly communications and discounts to energize their efforts.

The marquee events were cocktail parties for the ambassadors and 30 of their closest friends at hip hotels—Gap hosted all 100 parties within a 90-day span. A total of 3,000 guests attended the parties, and to increase the viral impact, Gap dished out 30,000 coupons through the campaign. Results were impressive: Ninety-seven percent of the discount cards handed out at the parties were redeemed.

“The connection we made lives on past the party night, because I keep getting messages from these women,” says Julie Alonso, Gap’s director-partnerships and events. “Women like to talk about clothes and what’s hot; we gave them a forum for that.”

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