The retail sector may be keeping an eye on Gap with its Australian store just two days old, but the denim giant is turning heads overseas by managing to record $US11 million in sales in one day from a viral coupon offer through collective selling site Groupon.

The offer is an example of how a well-constructed social media marketing campaign can not only benefit a company’s reputation but deliver them a solid financial return for a relatively cheap investment.

“I think this is a perfect example of how social media should be considered part of the broader marketing strategy,” chief executive of reputation management firm SR7, James Griffin says.

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