TOMS influencer campaign

TOMS faced low interest from Gen-Z and needed to reintroduce the brand, its grassroots community giving and its heritage, including the 10-year anniversary of the Alpargata shoe, to a disengaged younger consumer. TOMS built its reputation with an earlier generation through the buy-one-give-one model, but after the company moved to pledging a third of profits to grassroots causes, younger consumers had little connection to it, and in footwear heritage brands compete for Gen-Z attention against newer labels. Disrupt Marketing worked from the view that young tastemakers whose interests match TOMS' pillars of style and sustainability could carry the story more credibly than brand-owned messaging.

Disrupt ran a two-track creator programme: repeat ambassador-level relationships to build consideration over time, plus one-off partnerships to reach new audiences and spotlight new collections. The agency shortlisted aligned creators, managed both partnership types, and negotiated usage rights so TOMS could repurpose the 233 pieces of creator content on its own social channels.

The approach worked because creator selection was matched to the brand's stated pillars, the two-track structure separated jobs so ambassadors built consideration through repetition while one-off partnerships bought incremental reach, and negotiating usage rights turned the campaign into a content pipeline. The platforms used are not named in available sources. Disrupt reports 1.9M impressions, 157K engagements and a 5.58% average engagement rate across 233 pieces of content. Every fact and figure comes from the agency's own case-study page, no client statement, press or award record corroborates the campaign, and no commercial outcomes are disclosed.