GAP IS TURNING ITS PAYROLL INTO ITS INFLUENCER NETWORK

@thecamillemoore

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Gap

Gap is a retail brand offering a variety of clothing, including denim jeans and summer outfits, often featured in collaborations and lifestyle content.

15 videos12 creators

Why it worked

The video likely resonated because it highlights a novel and potentially lucrative strategy for brands to leverage their existing workforce for marketing. The comparison to other brands that have seen viral success with employees adds credibility and aspirational value.

Summary

Gap is transforming its employee payroll into an influencer network by incentivizing them to create content and go viral. This strategy leverages existing employees who are already part of the Gap universe to promote the brand, drawing parallels to other brands like Brandy Melville and Love Shack Fancy that have seen success with employees becoming viral content creators.

Structure

1Gap turning payroll into influencer network
2Employees as creators
3Incentivizing content creation

Original caption

Gap is turning its payroll into an influencer network.

More from @thecamillemoore

Product placement

GAP: ACTS - It is the brand whose payroll is being turned into an influencer network, and whose employees are being incentivized to create content and go viral. Removing it would change the subject of the video. RODE: APPEARS - A microphone brand visible in the background. Removing it would not change what happens in the video.

On-screen text

GAP IS TURNING ITS PAYROLL INTO ITS INFLUENCER NETWORK GAP GAP latest brand to turn employees into creators SO GAP'S NEWEST CREATORS ALREADY WORK THERE WHICH IS THE POINT AND IT'S WHY IT'S A REALLY COOL CONCEPT SO THIS PAST WEEK GAP ANNOUNCED THAT THEY'RE EXTENDING ANYONE THAT THAT WORKS FOR THE BRAND TO BECOME A PART OF THEIR ALREADY INFLUENCER NETWORK FROM YOUR POINT SO THEY ARE REWARDING PEOPLE WHO LOVE TO CREATE CONTENT AND TO MONETIZE THEIR CONTENT BECAUSE THEY'RE ALREADY WITHIN THE GAP UNIVERSE WHICH MAKES SO MUCH SIMPLE SENSE SO MONETIZING HOW ARE THEY SO TYPICALLY BRANDS AFFILIATE PROGRAM SO IF YOU WANT GAP CLOTHING AND YOU HAVE YOU CAN MAKE UP FOLLOWERS TO 20 TO 30% REVENUE WELL MOST BRANDS DON'T EXTEND THAT TO THEIR EMPLOYEES WHICH IS SO STUPID LIKE WHY AREN'T YOU INTRODUCING THEM TO BECOME A PART OF YOUR WORLD ALREADY ON PAYROLL AND THE REASON WHY I THINK GAP DID THIS IS RECENTLY FORMER BRANDY MELVILLE EMPLOYEE DESCRIBES HER EXPERIENCE AS 'MISERABLE' AND 'INSANE' (EXCLUSIVE) BRANDY MELVILLE HAS HAD AN EMPLOYEE THAT'S GONE AND BRANDY WHICH IS KIND OF THE MODERN DAY OF LIKE ALWAYS LINES OUTSIDE THE DOOR VERY LIKE SHABBY CHIC X SHABBY CHIC AND NEXT OFFICIAL THEY HAVE THESE EMPLOYEES THAT ARE GOING SAME THING SHACK FANCY SO THESE BRANDS LIKE GAP WANT TO INCENTIVIZE THEIR EMPLOYEES TO ALSO GO VIRAL BECAUSE IT'S A SECOND LIFE ONLINE WANT TO COME IN THESE EMPLOYEES AND SHOP AND CREATE CONTENT WITH THEM IT'S LIKE TO WORK INSIDE THESE WORLD AND IT'S SIMPLE AND TOTAL SENSE

Transcript

Gap is turning its payroll into an influencer network. Gap's newest creators already work there, which is the point. And it's why it's a really cool concept. So this past week, Gap announced that they're extending anyone that works for the brand to become a part of their already influencer network. So they are rewarding people who love to create content and to monetize their content because they're already within the Gap universe. Which makes so much simple sense. So monetizing, how are they? So typically brands have an affiliate program. So if you want Gap clothing and you have followers, you can make up to 20 to 30% revenue. Well, most brands don't extend that to their employees, which is so stupid. Like, why aren't you introducing them to become a part of your world, already on payroll? And the reason why I think Gap did this is recently, Brandy Melville has had an employee that's gone super viral. And Brandy Melville, which is kind of the modern day of like, always lines outside the door, very like, Shabby Chic, x Shabby Chic and Next Official. They have these employees that are going super viral. Same thing with Love Shack Fancy. So these brands like Gap want to incentivize their employees to also go viral because it's a second life online where people want to come in, these employees, and shop and create content with them. Because they're sharing what it's like to work inside these worlds. And it's simple and it makes total sense.