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.
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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.
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.
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.
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.
