Submitted by 22 IMPACT

Numeris Street Campaign

22 IMPACT ran a year-long retained talent partnership between creator Tay Moses and streetwear brand Numeris in London, reporting 2M+ combined social and digital impressions.

2M+combined social and digital impressions
generating over 3 million impressions and 76,000 likes across Instagram and TikToklikes across Instagram and TikTok

Case in 60 seconds

Numeris sells footwear and apparel into a UK streetwear market where the brands that hold attention are the ones whose pieces appear inside everyday looks, which paid placement on its own does not achieve.

The campaign appears to turn on the observation that streetwear credibility is carried by a person styling product into daily life, because the audience reads the consistency of the wearer rather than the claim of the brand.

22 IMPACT built a year-long retainer around one creator rather than a run of one-off posts, so Numeris borrowed a standing streetwear identity instead of assembling one campaign by campaign.

Tay Moses produced user-generated content and paid collaborations shot on the streets of London, styling Numeris footwear and apparel into his own looks and publishing them across Instagram and TikTok. 22 IMPACT handled casting, negotiation and contracts, creative direction, usage and exclusivity rights, production logistics and transport, client and talent communications, multi-platform distribution and post-campaign analysis.

22 IMPACT reports 2M+ combined social and digital impressions across talent content and brand-owned channels, and the same case record reports over 3 million impressions and 76,000 likes across Instagram and TikTok.

Strategy Breakdown

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

The Numeris community and a UK street culture audience reached through Tay Moses on Instagram and TikTok.
London street culture treats authenticity as something earned through consistent personal style, so a footwear brand entering that conversation through visible advertising risks reading as borrowed rather than as part of the scene.
Streetwear competes on cultural standing rather than product specification, and the page does not describe any media activity beyond social, paid and digital, which leaves the creator relationship carrying most of the brand's visibility.
Numeris takes the role of supplier of pieces the creator styles into his own looks, which the talent quote describes as the brand allowing him creative latitude rather than directing the content.
Based on the available evidence, the audience follows the creator rather than the brand, so repeated appearances of Numeris footwear inside his everyday looks build recognition through familiarity rather than through message frequency.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok

Partners

  • 22 IMPACT (lead_agency)

Creator role

  • Tay Moses — creator

Results & Evidence

MetricValueResult type
combined social and digital impressions2M+impressions
likes across Instagram and TikTokgenerating over 3 million impressions and 76,000 likes across Instagram and TikTokimpressions

Why 22 IMPACT's strategy worked

  1. 1

    A retainer running across a year gives a creator time to fold product into a personal wardrobe, so the output accumulates as a style record rather than as a sequence of separate paid placements.

  2. 2

    Pairing user-generated content with paid collaborations lets one creator supply both volume and finish, because the cheaper format maintains presence in the weeks between the produced executions.

  3. 3

    Negotiating usage and exclusivity rights inside the retainer allows the brand to run creator material on its own channels, which is what makes a combined talent and brand-owned impressions figure possible at all.

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