How Gap turns cultural moments into growth

For Gap, the answer lies in connecting the dots between brand storytelling on YouTube and intent capture on Google Search. By partnering with the global girl group Katseye, Gap did not just join the conversation - they drove performance. In this video from #GML2026, Gap’s marketing leadership team breaks down how they built a growth engine that turns cultural hype into checkout: ✨ 𝗥𝗲𝗮𝗰𝗵, 𝗿𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲, 𝗮𝗻𝗱 𝗿𝗲𝘃𝗲𝗻𝘂𝗲: Global CMO, Fabiola Torres, explains how pairing YouTube and Google establishes a foundation for scale, ensuring brand storytelling leads directly to business outcomes. 🔄 𝗙𝗿𝗼𝗺 𝘀𝗰𝗿𝗼𝗹𝗹𝗶𝗻𝗴 𝘁𝗼 𝗽𝗮𝗿𝘁𝗶𝗰𝗶𝗽𝗮𝘁𝗶𝗼𝗻: VP Creative, Calvin Leung, highlights the brand’s focus on shifting consumer behavior, moving audiences from passive viewing into active brand interactions. 📊 𝗗𝗿𝗶𝘃𝗶𝗻𝗴 𝗱𝗼𝘂𝗯𝗹𝗲-𝗱𝗶𝗴𝗶𝘁 𝗥𝗢𝗔𝗦: SVP of Marketing, Damon Berger, shares the tangible results of optimizing the customer journey, including a double-digit increase in year-over-year ROAS, larger basket sizes, and more physical store visits. Watch the full Google Marketing Live keynote to see how top brands are redefining performance in the AI era. 🎬 https://goo.gle/4dAZDqn Subscribe to the Google Ads channel → @GoogleAds