Numeris, two models in fur jackets and brown beanies holding trainers against a green staircase
Submitted by 22 IMPACT

Numeris Street Campaign Creator Partnership

Influencer Marketing

22 IMPACT managed a year-long creator partnership between Tay Moses and Numeris, pairing UGC with paid collaborations in London and reporting over 3M impressions across Instagram and TikTok.

3MImpressions
76KLikes
2M+Social & Digital Impr.

Case in 60 seconds

Numeris needed its footwear and apparel to sit inside authentic street culture for its community, so the challenge was making product content feel like a lifestyle rather than an ad.

The partnership turns on fit between creator and brand rather than reach, because the page credits the response to Tay Moses styling Numeris pieces into his own everyday street looks without the content feeling forced.

22 IMPACT made Tay Moses a key creative partner for Numeris over a full year, aligning his gritty, urban streetwear style with the brand and using the streets of London as his canvas.

Tay Moses produced a mix of UGC and paid collaborations on Instagram and TikTok, styling Numeris footwear and apparel on the streets of London, while 22 IMPACT handled casting, contracts, usage rights, production and multi-platform distribution.

The agency reports over 3 million impressions and 76,000 likes across Instagram and TikTok for the partnership, and separately reports 2M+ combined social and digital impressions during the campaign rollout, including brand-owned channels.

Strategy Breakdown

The Numeris community, reached through authentic street culture and Tay Moses's own Instagram and TikTok audiences.
Streetwear audiences respond to looks worn on the street rather than to staged advertising, so the page frames the work around making the fit feel like a lifestyle rather than an ad.
Numeris plays the role of a brand that lets the creator keep his own creative vision, supplying pieces for Tay Moses to style into his everyday looks rather than dictating the content.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok

Partners

  • 22 IMPACT

Creator role

  • Tay Moses
  • Tay Moses

Results & Evidence

MetricValue
Impressionsover 3M impressions
Likes76K likes
Social & Digital Impr.2M+ impressions

Why 22 IMPACT's strategy worked

  1. 1

    A year-long creator partnership lets product appear inside a creator's everyday styling rather than in one-off placements, which is the condition the page credits for the content feeling like a lifestyle rather than an ad.

  2. 2

    Pairing organic UGC with paid collaborations from the same creator keeps one visual voice across both formats, so paid content carries the credibility of the creator's own street styling rather than a separate brand look.

  3. 3

    Securing usage and exclusivity rights alongside casting lets a brand reuse creator imagery on its own channels, which is why the agency's 2M+ figure counts talent content and brand-owned channels together.

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