FRIENDS OF GAP
What's an Instameet? It’s a public photo walk that gives the Instagram community a way to meet up in person, share photography advice, and take photos. For Gap's Instagram account, it's a way to recognize, reward, and connect with their community.
To support the global brand strategy of gearing up and getting out, I produced Instameets in Los Angeles, San Francisco, and New York. The goal was to build brand awareness, gain style credibility, and drive positive engagement with millennials on social. My role was responsible for everything from conception to execution.
For each event, Gap partnered with style influencers and coffee brewers Blue Bottle Coffee, Philz Coffee, and Intelligentsia Coffee & Tea. We both offered complimentary coffee and surprised attendees with gift cards to drive in-store traffic.
People were encouraged to share their photos and the experience using the hashtag #FriendsofGap with over 450 user-generated posts.