Friends & Family
Friends & Family celebrates the people who make Gap personal. The result is an honest portrait of connection, personal style, and what it means to wear Gap together.
Bring your friends.
Wear Gap.
Go somewhere.
Don’t pose.
Pass the camera around.
We handed the camera to our community, giving them the freedom to capture real moments, personal style, and Gap through their own point of view.
Simple point-and-shoot cameras kept the experience effortless, while denim details grounded them in the Gap brand.
Homepage
Social
Results:
Online sales increased
+25%
CTR increase : +17%
Email AOV increase:
+12%
Meta conversion assets up to: $15 ROAS
click-to-purchase rate: +7.1%
Credits:
Creative Direction: Joseph Phillips
Marketing: Rafaela Savavia & Swathi Saseedhar
Copywriters: Mac Hubbard & Lizaveta Apanasik