Gilt’s fame started in New York City with the noon flash sale, making it a cult among the fashionistas of this fashion-conscious city. So when we rolled the brand out nationally, we took that energy and made it into a kind of competitive sport for women everywhere. Following a successful launch we wanted to show how Gilt could become more than just the one-off sale—it could be a go-to partner for your personal style. The following year, while keeping the fun and recognizable iconography of the noon flash sale excitement, we launched the campaign “Make It Yours,” actively encouraging women everywhere to use Gilt to make their own style statements, not just to acquire desirable merchandise.


Case STudy