Clarks Originals: always-on influencer squad

Clarks Originals, a heritage footwear brand with genuine subcultural history, had struggled to differentiate itself in an increasingly saturated market and needed to win back a younger demographic. Billion Dollar Boy's view was that to re-enter culture the brand had to appeal and contribute to subcultures while staying true to Clarks Originals, which pointed to platform-native creator content rather than traditional advertising. Re-entering those subcultures credibly required contribution, not just another campaign burst.

The agency ran an always-on, multi-tiered influencer squad of 53 creators producing engaging, platform-native content across the UK, Europe, USA and Canada. Over roughly nine months they made 483 pieces of content; the strongest work was reposted on Clarks Originals' own channels and repurposed for paid media, so creator output compounded rather than staying inside each creator's audience.

Sustained presence from a consistent squad built following and engagement more effectively than one-off spikes, and reposting turned influencer output into owned-channel growth. Content ran on Instagram and TikTok, with paid social in the channel mix. Billion Dollar Boy reports 2M engagements, 6.2M impressions, 13M video views, Instagram growth from 300k to over 1m followers and TikTok from zero to 2.2m. All figures are agency self-reported; no sales or brand-tracking data is disclosed, so the follower growth cannot be separated from other Clarks marketing in the period.