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SOME OF OUR LATEST WORK

Leveraging influencers to fuel
TOMS
social presence to appeal to Gen-Z
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Capturing Gen-Z attention, engagement, and a huge increase in social presence for TOMS.

Approach

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OBJECTIVE

TOMS wanted to use influencers to generate content for their social channels as well as increase awareness and consideration among young audiences.

CHALLENGE

TOMS needed to challenge a lack of interest from Gen-Z audiences. We needed to reintroduce the brand to Gen-Z, promote TOMS effort to support grassroots community initiatives alongside heritage messaging (it was the 10 year anniversary of their Alpargata shoe), and showcase their new collections and partnerships to a disillusioned consumer.

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Solution

Our excellent relationships with influencers and extensive knowledge of Gen-Z meant we were able to shortlist young tastemakers who aligned with TOMS twin pillars of style and sustainability. We worked with influencers both on a repeat, ambassador-;level basis as well as leveraging key one-off partnerships to reach new audiences. This allowed us to increase awareness and consideration over time as well as pique interest in TOMS ongoing news and developments.

Our ability to build meaningful relationships meant we were able to drive cost-effectiveness for TOMS when it came to negotiating usage rights, ensuring TOMS could repurpose the content for their own channels.

RESULTS

1.9m impressions
157k engagements
5.58% average engagement rate
233 pieces of content

AWARD-WINNING RESULTS

TIME AND TIME AGAIN

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Best Campaign for ROI, Silver

Influencer Marketing Awards

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Best Use of Budget, Bronze

Influencer Marketing Awards

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INTEGRATED CONTENT CAMPAIGN OF THE YEAR

UK Content Awards

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BEST WORKPLACES, MEDIUM ORGANISATIONS

Great Places to Work, UK

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INTEGRATED CAMPAIGN

Digital Growth Awards