Gap Inc.
Due to protests and actions against its brands, Gap Inc. suffered from a poor image among its customers and in the community. Gap co-founder Doris Fisher sought to highlight the values she and her husband, Don Fisher, shared when they started their business.
Our Approach
Working with the internal team at Gap Inc., Telegraph developed a multi-channel communications program that leveraged Gap’s long-standing commitment to gender equity. The goal was to promote this commitment as a business tool to attract talent and enhance the firm’s image.
To launch the program, Gap Inc. released a video on social media of Doris Fisher advocating for equal gender pay. Before the video’s release, Telegraph developed support and a commitment from key leaders and groups to tweet or retweet using the hashtag #letsdomore. Doris Fisher-Gap Inc.’s 45th Birthday.
Results
Some of the advocates who retweeted using the hashtag included Lilly Ledbetter, Los Angeles City Council Member Wendy Greuel, former California First Lady Maria Shriver, and Governor Jerry Brown. Some of the groups included the Creative Artists Agency Foundation, the Center for American Progress and the National Women’s Law Center.
The reach of the hashtag for a brand in such a short period of time was extraordinary. It also helped Gap Inc. develop key relationships with opinion leaders and activists. In 2016, Gap won the Catalyst award in recognition of its leadership in advancing gender equality.
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