Plot Research / August 2026
Gap Collaboration Insights
7
Collaborations
6,099
Creator posts
247M
Est. impressions
34,702
Comments analyzed (3 campaigns)
The investigation
Seven collaborations, side by side.
All seven collaborations, ranked by weighted engagement rate with every metric side by side.
| Rank | Collaboration | Posts | Likes | Shares | Comments | Impr. | Likes / post | Shares / post | Wtd ER | Paid % |
|---|---|---|---|---|---|---|---|---|---|---|
| #1 | Inde x Malcolm Todd | 236 | 3.33M | 179.5K | 18.8K | 25.2M | 14,128 | 761 | 14.03% | 3.0% |
| #2 | Coachella | 764 | 3.83M | 45.8K | 25.1K | 36.4M | 5,016 | 60 | 10.73% | 1.6% |
| #3 | Sandy Liang | 170 | 1.29M | 65.7K | 10.1K | 13.1M | 7,593 | 387 | 10.42% | 0.6% |
| #4 | Hailey Bieber | 2,309 | 6.68M | 224.8K | 69.8K | 94.1M | 2,892 | 97 | 7.41% | 3.9% |
| #5 | Summer Fridays | 1,479 | 1.65M | 77.7K | 26.5K | 37.3M | 1,114 | 53 | 4.70% | 22.5% |
| #6 | Victoria Beckham | 942 | 1.51M | 53.3K | 28.7K | 34.9M | 1,603 | 57 | 4.56% | 1.1% |
| #7 | Brooklyn Circus | 199 | 107.9K | 11.3K | 2.6K | 5.6M | 542 | 57 | 2.18% | 1.0% |
Data powered by Plot AI Video Social Listening
Campaign spotlight
Malcolm + Inde win with Gen Z
Gap’s highest-engagement collaboration—and almost nobody’s talking about the clothes.
The “Denim On Your Own” campaign created a notable tension: the stars and the song drove the conversation, while the product itself remained an afterthought. When the denim was discussed, feedback was mixed.
66.1% of the conversation is about Gap’s brand strategy. Just 5.1% mentions whether the denim is worth buying.
Sentiment analysis of 236 posts and 4,386 comments · Gap x Inde Navarrette x Malcolm Todd UGC
Data powered by Plot Video Intelligence
The two poles
Scale and intensity did not move together
Who created the most conversation
Creator posts captured (UGC)
Every post Plot detected mentioning the collaboration, whether or not the creator tagged Gap.
Who did the most with the least
Share of all likes ÷ share of all posts
Inde × Malcolm Todd made 3.9% of the posts and earned 18.1% of the likes — 4.67× its share, the highest in the portfolio. The vertical line marks 1.0: earning exactly what post volume would predict.
What happened: Hailey Bieber still occupies the scale corner. But the intensity corner changed hands — Inde × Malcolm Todd, the newest partnership in the portfolio, out-earned even Sandy Liang’s reigning efficiency record. Coachella sits between the poles. Last place on one chart is first place on the other.
Data powered by Plot AI Video Social Listening
Sentiment / a preview
The comment sections were harsher than the posts above them
Post-level sentiment on Hailey Bieber looked fine. The 28,538 comments underneath did not. This is a sample.
“Gap is truly true to its name when it comes to this Jean for curvy girls”
Sizing and fit · 106 likes
“The gapping is something I struggle with so bad”
Comfort and fit — 24.0% of sentiment mentions
“thank you for deinfluencing me”
Competitor recommendation · Abercrombie, Old Navy, Levi’s named unpaid
The report carries the same layer for Sandy Liang, where the negativity was about access rather than product — and where no competitor was recommended anywhere in the sample.
Creators / a preview
Small unpaid creators drove the strongest result
On Sandy Liang, four of the seven top creators had fewer than 2,500 followers and produced 274,036 likes between them. The top post came from an account with 427 followers and never tagged Gap at all.
| Creator | Followers | Views | Likes | Comments | Shares | Eng. / follower | Content |
|---|---|---|---|---|---|---|---|
| @myjoiedevivre | 427 | 1.1M | 120.8K | 287 | 5,863 | 283.7% | Hoodie unboxing |
| @lalalooti | 239 | 52.8K | 4.2K | 21 | 198 | 215.1% | Try-on |
Inside the report
The full report, section by section.
Executive Summary
What unites Gap’s most effective partnerships
Inde Navarette × Malcolm Todd
“Denim On Your Own” — performance, sentiment & comment deep-dive
Coachella
The experiential activation
Sandy Liang
Part 1 — The product-driven engagement benchmark Part 2 — Engagement mechanics: why product-driven UGC converts differently Part 3 — Top creators: micro-creators drove outsized viral reach
Hailey Bieber
Part 1 — The viral powerhouse Part 2 — Sentiment comparison — posts and comments
Summer Fridays
The self-care crossover
Paid vs Organic
Summer Fridays is the outlier in an otherwise earned-first portfolio
Victoria Beckham
The prestige play
The Brooklyn Circus × FIFA World Cup
The heritage story
Collaboration Performance Overview
Seven partnerships driving Gap’s cultural revival
Plot reads the video, not the hashtag.
A tagged-mentions report would have surfaced a few hundred of these 6,099 posts — and missed the one that worked best.