Tory Burch Recruits Gen Z Creators to Create Buzz for Ladybug Sneaker

To help spread the word about their Ladybug Sneaker launch, Tory Burch partnered with Fohr to launch an influencer marketing campaign with Gen Z creators at the helm.

The main goals of this campaign were to generate product awareness and attract new, younger customers by positioning the new Ladybug Sneaker design as a go-to fashion sneaker and a good luck charm in your closet.

"This campaign had a unique challenge to not only drive awareness around our Ladybug sneaker, but also communicate the shoe’s design properties that are inspired by luck. It was great to have dedicated influencer support for this product launch and to see how each creator shared their unique spin on our lucky sneakers. The result was a fantastic campaign with a lot of learnings to take back to our internal strategy and future campaign execution."

Sara Belmer

Senior Manager, Marketing Campaign, Tory Burch

1.

How can this campaign target a new, younger demographic?

2.

How can we infuse the Tory Burch style & aesthetic into each piece of content?

3.

How can the "Good Luck" narrative be seamlessly woven into the feed?

Tapping Gen Z Talent

The Fohr team recruited fashion-forward creators who targeted a younger audience by using the Fohr platform to confirm their follower demographics. This campaign allowed the brand to diversify the types of talent they typically worked with and experiment with new creator types.

From Head to Toe

The brand sent the creators additional pieces so they could style a complete Tory Burch fit. This key decision drove 'where did you get that?' and 'what are you wearing?' comments exclusively back to them.

Good Luck Charm

The 'good luck' narrative adapted well on Instagram and resulted in positive comment sentiment. Fohr team members gave specific prompts for creators to help weave the story into their content.

2,257

Total clicks

4.46%

TikTok Average Engagement

2.80%

Instagram Average Engagement

Good Luck Charm

The Ladybug design was unique in its framing as “the lucky sneaker,” playing on the idea that the ladybug is a talisman of good luck. Creators took the initiative to share personal stories on superstitions, framing the Ladybug sneakers as the new lucky charms in their closet.

I <3 NY

The NY-based creators shot their content in recognizable city locations and scenes, such as hailing a taxi, on the subway platform, or on a Brownstone stoop. This gave the resulting content a street-style look and feel, resonating with this target audience.

The results? Overall, this campaign's engagement outperformed benchmarks on TikTok and Instagram–achieving 2x the benchmark on Instagram and 4x on TikTok.

By recruiting a younger generation of creators, the Gen Z aesthetic was infiltrated through the content, reaching the target demographic for this campaign. The storyline and imagery were brought to life better on a more curated platform like Instagram versus TikTok, with still images outperforming video.

When the shoe appeared at the beginning of the video it allowed for easy product recognition and naturally made the Ladybug Sneaker the hero in the content. The sneakers were touted as a versatile wardrobe staple that could be dressed up or down and as a fun and unique way to express individual style.

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Tory Burch Recruits Gen Z Creators to Create Buzz for Ladybug Sneaker

Fashion

1.

How can this campaign target a new, younger demographic?

2.

How can we infuse the Tory Burch style & aesthetic into each piece of content?

3.

How can the "Good Luck" narrative be seamlessly woven into the feed?

Tapping Gen Z Talent

From Head to Toe

Good Luck Charm

Total clicks

TikTok Average Engagement

Instagram Average Engagement

Good Luck Charm

I <3 NY