How Gap achieved 44x ROAS with influencer marketing

Gap reached 44x ROAS by engineering a relevance-led influencer system across the UK and France, 16.9x the industry average.

Vamp designed and ran a two-stage creator-led growth system for Gap’s New Ease collection: 29 relevant fashion creators producing organic content, then a paid amplification layer that extended that content to precisely targeted audiences. The result was a 44x return on ad spend, 16.9x higher than the industry average, plus 294k organic impressions and a 3.1% boosting engagement rate.

The headline numbers:

• 44x ROAS, 16.9x higher than the industry average.
• 294k organic impressions across the UK and France.
• 3.1% boosting engagement rate, 5.2x higher than the industry average.
• 29 fashion creators, organised into one relevance-led system.

The challenge: cutting through a crowded fashion feed

Fashion creators are some of the most sought-after partners in the industry, and for good reason. Their recommendations are trusted and followed, which is why their Instagram content turns 55% of fashion shoppers from social scrollers into customers, almost instantly.

Fashion brands know this, and they compete for the same creators. With 25% of all sponsored Instagram posts being fashion-related, cutting through, reaching the right audience and driving conversions is hard. Relevance, not reach, is the constraint. The brands that win find genuinely relevant partners who produce quality content and connect with the right customers.

Gap, a repeat Vamp client, came to us with a clear ambition for its New Ease collection in the UK and France: build awareness and engagement, and convert that attention into traffic and sales. The job wasn’t to run a campaign. It was to engineer a system relevant enough to perform.

The Vamp team have been a pleasure to work with, and the Vamp platform is really user friendly. We are thrilled with the results gained from the latest Spring campaign, particularly the boosting aspect of this project.

Ilana Grossmark, Associate PR Manager, Gap Europe

The objective: from awareness to e-commerce sales

Gap had two goals for the New Ease collection. Build brand awareness and social engagement, and drive traffic and sales through the brand’s e-commerce site. Two outcomes, one system, engineered to move attention all the way down the funnel.

What we did: an organic-then-paid creator system

We built the campaign as a two-phase system, with each phase doing a distinct job and feeding the next.

Phase 1: organic relevance

We selected 29 fashion creators across the UK and France to produce high-quality, on-brand content for the collection. In-feed posts, Stories and Reels were shared organically to drive awareness and engagement, with link-in-bio and swipe-up links carrying initial traffic and sales to Gap’s e-commerce site.

The selection was deliberate. A diverse creator roster let a wide cross-section of Gap’s customer base see the New Ease pieces styled in real wardrobes, and each creator framed the collection in their own aesthetic, content that read as genuinely theirs, not as advertising.

Phase 2: paid amplification

Once the organic content was live, we layered in a paid boosting strategy to extend the strongest creator content to a wider, precisely targeted audience, driving further site traffic and online sales.

Boosted posts run natively, keeping the original content, caption and creator handle, but can be targeted with precision. That let Gap reach specific audiences, age ranges and locations, turning organic relevance into engineered, measurable distribution.

The outcome: 44x ROAS

• 294k organic impressions.
• 44x ROAS, 16.9x higher than the industry average.
• 3.1% boosting engagement rate, 5.2x higher than the industry average.

The diverse creator roster gave a large slice of Gap’s customer base the chance to picture the New Ease collection in their own wardrobes, with content that felt unique and relevant to each creator’s style. Combined with precise paid targeting, that relevance compounded into a 44x ROAS for Gap UK and France.

What’s next: relevance, engineered to compound

Reach was never the hard part. Relevance was, and relevance is what made this system perform. We don’t run one-off influencer campaigns; we engineer creator-led systems where organic credibility and paid distribution work as one, so influence converts into measurable growth.

Vamp is a tech-enabled influencer marketing agency. We design the creator ecosystems and run the systems behind them for brands that want influence to perform, not just appear. Talk to us.