Sperry, widely known as creator of the world's first boat shoe, sought to increase awareness for its wet weather offerings during a key selling season and reposition the brand to reach and influence a new target of fashion-savvy female style enthusiasts. To reinvigorate interest in the brand beyond the boat shoe and leverage the highly engaged fashion community on Instagram, Hunter Digital and the Sperry brand team set out to create a 'digital moment in time' for the Sperry brand by executing a short-term, high-impact influencer blitz.
According to Digiday, micro-influencers drive millions of consumer eyeballs (and consumer spending) to products showcased on their social channels. Based on this insight, the Hunter Digital and Sperry brand teams set out to create a 'digital moment in time' for the Sperry brand by executing a short-term, high-impact influencer blitz. Developed and executed as a two-tiered activation, the team mobilized fashion influencers with highly engaged followings and an authentic connection to the Sperry brand in an effort to increase social conversation while driving brand relevancy and purchase intent. The first phase was a one-week activation of paid influencers posting daily, showcasing how they styled their #ootd (outfit of the day) around the Sperry Saltwater boot. During the second phase, we launched a seeding program targeting Sperry brand enthusiasts to generate earned social posts that would extend the reach of our paid partnerships.