Submitted by TRIBE

Go Walk Collection

TRIBE ran an influencer sampling campaign for Skechers around the GOWalk collection, with 15 creator posts reaching combined followers of 1,567,407.

Average CPE 0.18 $0.23 0.32average CPE
Combined Followers 1,567,407combined followers
Creator Posts 15creator posts
Engagement 0.88%engagement rate
Likes & Comments 13,871likes and comments

Case in 60 seconds

Skechers needed the GOWalk collection shown in ordinary daily settings rather than in product shots, and the page states that samples were limited, so the work had to run on a small pool of seeded product.

The campaign appears to turn on footwear being judged in use rather than on a shelf, because the brief asks for creators out and about, catching up with friends, in health shots or in athleisure flatlays instead of studio product imagery.

Sampling as the casting filter, where creators pitched a mood board image, the exact caption and their fee against the GOWalk brief, so the brand selected on proposed content rather than commissioning it blind.

Creators submitted a mood board image with the caption exactly as it would appear plus their fee, and successful applicants received limited samples and posted themselves wearing GOWalk styles out and about, at catch ups, in health shots or as athleisure flatlays, producing 15 creator posts.

TRIBE reports 15 creator posts against combined followers of 1,567,407, with 13,871 likes and comments, engagement of 0.88% and an average CPE shown as 0.18, $0.23 and 0.32.

Strategy Breakdown

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

Walking shoes are bought for how they fit into a day rather than for how they photograph, so the brief asks for the collection worn out and about and in health and athleisure contexts rather than presented as product.
Skechers supplies limited samples and selects from creator pitches, which places the brand as the party approving proposed content rather than as the author of it.

Creative & Execution System

Partners

  • TRIBE (lead_agency)

Participation mechanic

  • Creators applied to the brief by submitting a mood board image with the caption exactly as it would appear alongside their fee, and the brand contacted those it selected, with limited samples available.

Results & Evidence

MetricValueResult type
average CPEAverage CPE 0.18 $0.23 0.32efficiency
combined followersCombined Followers 1,567,407performance
creator postsCreator Posts 15content_pieces
engagement rateEngagement 0.88%engagement_rate
likes and commentsLikes & Comments 13,871performance

Why TRIBE's strategy worked

  1. 1

    Asking creators to submit the caption exactly as it will appear moves approval to before the post rather than after it, which suits a sampling programme where product cannot be recalled once seeded.

  2. 2

    A brief that names four everyday contexts appears to buy variety from a small creator pool, because each of the 15 posts can occupy a different occasion rather than repeating one setting.

  3. 3

    The three comments the page selects all name the shoes themselves, which suggests footwear worn in situ pulls attention to the product without the post having to be framed as a product shot.

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