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Gap Inc. opens creator program to all employees
Gap Inc. opens its creator program to corporate, store and distribution employees, expanding a strategy that has reached 154 million consumers since October.
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Gap Inc. is opening its creator program to its own workforce. Employees in corporate, distribution and store roles can now apply to become paid influencers for the company's brand portfolio, nearly a year after the program first launched.
When Gap Inc. started the effort in October, it recruited outside creators aged 18 and over with at least 1,000 followers on a social platform. Since then, the program has reached nearly 154 million consumers across almost 30,000 posts, the company said.
“Our employees know our brands, products and customers better than anyone,” Damon Berger, senior vice president of marketing shared services at Gap Inc., said in a statement. “By expanding this program to eligible employees across our offices, stores and distribution centers, we’re giving them a way to become influencers –earning commission and product while sharing what they love and bringing our brands to life through authentic storytelling.”
Gap Inc. is not alone in tapping staff as brand ambassadors. David's Bridal launched its "David's Style Squad" program in January, paying retail associates and other participants between 5% and 15% commission on net sales, with select ambassadors earning 20%.