Gilt Brand Awareness Campaigns & Activations

After several years of exponential growth, Gilt had a problem; early adopters were passionately devoted to Gilt's groundbreaking discount luxury sales, but once the initial hype wave had passed, new customers were slow to discover their offerings.

In the meantime, Gilt had grown, evolving from a website offering steep discounts on luxury fashion in timed daily drops, into a complete discount luxury lifestyle brand. With Home, Beauty, Jewelry, Kids and Men’s divisions, and discounted experiences and travel with Gilt City, Gilt Groupe now had something new to tell its customers.

It was in this context that we planned and developed a major brand awareness push: Gilt’s first upper funnel advertising campaign, a second, Gilt City-specific OOH campaign, and several brand activations in key markets. The brief was to highlight the complete lifestyle Gilt brought to its customers. We developed a story around that lifestyle - knowingly urbane & fashionable, but accessible and inclusive. Our tagline was "Gilt Life".

A subway campaign for Gilt City followed, featuring Gilt City's special math for a life well lived.

Lastly, brand activations were held in NYC and Miami. We took over a Manhattan townhouse for a month of revolving experiences and events, each highlighting aspects of the Gilt brand. As well, Gilt created a branded lounge in Miami beach for the Scope Miami art fair, with a program of classes, lecture and events across the week.