Case Study: Mavely Creators Drive Footwear Brand Awareness and Engagement Through UGC

Objective

In February and March of 2024, a popular footwear brand known for its iconic foam clogs partnered with Mavely to launch a brand awareness campaign, focusing on a new style of flip sandal. The primary goal? To showcase the brand’s innovative comfort technology with a “feels like nothing at all” experience and boost user-generated content (UGC) around this unique style.

Campaign Strategy

Mavely leveraged its network of creators to drive buzz around the footwear brand, specifically targeting their new sandal for Spring 2024. By enlisting 9 paid creators for guaranteed content and gifting 40 Mavely creators with the sandals, the campaign maximized reach with authentic, community-driven posts across TikTok and Instagram.

Key Deliverables

• 90-day usage rights on all creator content
• 1 round of feedback on content
• Community gifting to support UGC

With no guarantee of organic posts from the gifted creators, the strategy focused primarily on the paid creators’ genuine enthusiasm generated through Mavely’s creative network.

Performance Highlights

The results below reflect a combination of both paid and gifted Mavely creators who shared content during the campaign.

Creator Engagement

• 1.11M views, representing the total number of times campaign content was displayed.
• 383.19k unique viewers saw the content.
• 3.83% Average Engagement Rate, reflecting meaningful audience interactions.
• 910.46K total followers reached across Instagram and TikTok.

Results & ROI

• 2,400+ items from the brand’s sandal/flip categories sold by Mavely creators.
• $60,000+ in sales generated by Mavely creators in the brand’s sandal/flip categories.
• A 685% increase in sales in the brand’s sandal/flip categories over the same period in the previous year. 
• 30K link clicks to the brand’s products driven by Mavely creators.
• 24% increase of Mavely creators linking to the brand’s products.

Audience Feedback

Beyond the measurable outcomes of engagement rates and clicks, this campaign generated a powerful wave of authentic enthusiasm from Mavely creators and their followers. The gifted sandals became a highlight across posts, with influencers genuinely thrilled about the product. This enthusiasm resonated with their audiences, creating a ripple effect of interest and brand affinity that extended far beyond traditional metrics.

Here’s what some excited commenters had to say:

• “Omg I need these! They look so comfy and cute!”
• “Love!! Need these for summer!!”
• “I have never, I repeat never, wanted a pair of this brand’s shoes until now. They look so cute and comfy!”

These responses highlight how Mavely’s Everyday Influencers® drove both awareness and also genuine desire for the footwear brand’s new sandal, transforming audience perceptions in a meaningful way.

Insights & Learnings

Audience Feedback

The new style of sandal surprised and delighted audiences, sparking engagement around the brand’s broad product range. Followers responded enthusiastically to learning about their innovative designs beyond the classic clog.

Key Takeaways

1. Diverse Creator Content: With posts across Instagram and TikTok, the campaign successfully captured attention from varied audiences, educating them on the versatility of the footwear brand’s products.
2. Organic Community Engagement: The strategic gifting approach led to increased organic content creation, amplifying the brand’s message.
3. Educational Focus on Product Innovation: Emphasizing the “feels like nothing” comfort technology helped engage audiences and encouraged them to try a new style.

Summary

Through this campaign, Mavely drove 30k link clicks to the brand’s products and a surge in organic engagement, underscoring Mavely’s power to connect brands with authentic influencers who resonate with audiences on a personal level. 

Mavely connected the footwear brand with creators aligned with their brand values, while providing performance insights and streamlined feedback loops that refined content in real-time. By activating the Mavely Creator Performance NetworkTM, the brand leveraged user-generated content that felt authentic and trustworthy, effectively bridging the gap between brand awareness and conversion. 

Mavely’s robust community tools, transparent analytics, and campaign scalability helped ensure this top-of-funnel effort reached and engaged targeted audiences and converted new consumers, building loyalty and driving future sales potential for this casual footwear brand with a cult following.