New Era, Anjo Alexandre in a green cap with fur ear flaps, sunglasses and a green adidas top
Submitted by 22 IMPACT

New Era Urban UGC Series

Influencer Marketing

22 IMPACT cast and managed Anjo Alexandre to produce an urban UGC series for New Era in Düsseldorf, which the agency reports delivered 4M+ cap culture impressions.

4M+Culture Impressions

Case in 60 seconds

New Era needed content that placed its caps in the fashion and lifestyle space while holding a premium yet accessible look, so talent, setting and usage terms all had to fit the brand.

The page treats streetwear credibility as something built through urban texture and one talent's styling rather than studio polish, because content made by talent on location sits closer to how caps are worn on the street.

The New Era Urban UGC Series paired Anjo Alexandre with the streets and natural light of Düsseldorf, so New Era received talent-made content styled as effortless and modern rather than staged advertising.

22 IMPACT cast Anjo Alexandre, negotiated terms and usage and exclusivity rights, and ran production logistics in Düsseldorf, after which the content ran on talent social channels and on New Era's paid digital and social channels.

22 IMPACT reports 4M+ cap culture impressions across talent social content and New Era's paid digital and social channels in the UK and US markets, and it describes engagement as strong without publishing a figure.

Strategy Breakdown

Fashion and lifestyle audiences in the UK and US markets, reached through talent social content and New Era's own paid digital and social channels.
In streetwear a cap earns its place in fashion and lifestyle through how it looks on a person in a real setting, so the page puts the work on urban textures and natural light rather than product shots.
New Era supplied the product and its official channels while the talent supplied the styling and the face, so the brand kept control of distribution through paid placement rather than depending on the talent's posts alone.

Creative & Execution System

Partners

  • 22 IMPACT

Creator role

  • Anjo Alexandre

Results & Evidence

MetricValue
Cap Culture Impressions4M+ impressions

Why 22 IMPACT's strategy worked

  1. 1

    Securing usage and exclusivity rights at the contract stage lets a brand republish talent content on its own paid and social channels, so one shoot serves both the talent's audience and the brand's distribution.

  2. 2

    Choosing a location for texture and light rather than for landmarks gives a streetwear product a setting that matches how it is worn, which keeps talent content close to the category's own visual codes.

  3. 3

    Reporting talent social and paid brand impressions as one total hides how much reach the talent carried on their own, so a split by source is needed before the talent's contribution can be judged.

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