Submitted by InfluenceHer Collective

FILA Ray Micro-Influencer Ambassadorship

InfluenceHer Collective activated 100 micro-influencers for FILA to build fanbase around the FILA Ray shoe through Instagram posts averaging a 7.45% engagement rate.

7.45%average Instagram engagement rate

Case in 60 seconds

FILA needed to build hype, excitement and fanbase for the FILA Ray shoe, and the brief tied that attention to specific places, because the brand wanted activity in its top nine markets and in markets with Champs locations.

The campaign appears to turn on the reading that a sneaker earns credibility from being worn rather than advertised, so creators were left to decide how to show the FILA Ray in the way their own audience would respond to best.

An influencer ambassadorship built on scale within defined markets, where a hundred smaller voices carrying one shoe in their own words does the work a single central execution cannot.

InfluenceHer Collective targeted and activated 100 micro-influencers across FILA's top nine markets and markets with Champs locations, briefing each to create unique content showcasing their FILA Ray sneakers as high-quality Instagram posts.

InfluenceHer Collective reports that the Instagram posts received an average engagement rate of 7.45%, which is the single performance figure the case study carries for the activation.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

The audiences of 100 micro-influencers in FILA's top nine markets and in markets with Champs locations, reached through creators who shaped content to what they knew their own followers would respond to.
A single sneaker style has to be seen in use before it registers, so the brand needed the FILA Ray on real feet in specific markets rather than a broadcast product announcement.
FILA positioned the Ray as the object of an ambassadorship, letting the shoe travel through creators' own posts while the brand supplied the product and the market priorities rather than the creative direction.
Based on the available evidence, the work assumes that audiences respond to a creator they follow wearing a shoe in their own idiom, which is why each of the 100 micro-influencers decided the form of their own content.

Creative & Execution System

Assets & channels

  • Instagram
  • Instagram posts

Partners

  • InfluenceHer Collective (lead_agency)

Creator role

  • 100 micro-influencers

Results & Evidence

MetricValueResult type
average Instagram engagement rateThese took the form of high-quality Instagram posts, which received an average engagement rate of 7.45%.engagement_rate

Why InfluenceHer Collective's strategy worked

  1. 1

    Casting to a retail footprint, in this case markets with Champs locations, ties creator selection to where the product can actually be bought rather than to where reach happens to be cheapest.

  2. 2

    Handing creative control to each creator rather than issuing one template appears to be what the 7.45% average engagement rate rewards, because content shaped to a known audience carries less of the flatness of a repeated brief.

  3. 3

    Concentrating a hundred micro-influencers on one platform and one format builds a denser signal around a single product than the same cohort spread across several surfaces.

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