Making Kickers Cool Again
Kickers have always been associated with independent subcultures at the forefront of groundbreaking music scenes. BUMP were brought in to provide a strategy to revive cultural context of Kickers. It was crucial for Kickers to regain cult status of their heritage British clothing brand.
The challenge was set: Kickers had to regain its cool status in order to strike a commercial chord with the 16 - 24 year olds of today.
Insight and Approach
62% of UK 16- 24s were using TikTok at least once a month, higher than Facebook (57%) and Twitter (40%) [Voxburner Youth Trend Report, 2021]. Nearly half of all TikTokers were buying from brands they saw on the platform and finally, 15% of all adults and 36% of Gen Z have made purchases based on TikTok, [Adweek, 2021].
Our strategy aimed to make Kickers cool by supporting cutting edge Gen Z talent on the platform that matters: TikTok.
We conducted qualitative interviews with our panel to audit Kickers. The results informed the creation of The Kickers Presents platform. The platform aims to spotlight up-and-coming creatives, share creative industry advice and host stages at the UK’s hottest music festivals.
3m+ TikTok views
A cultural marketing strategy, including a family of 600 artists, 4 club and festival partnerships, musicians, producers, influential industry members, and festival goers.
Website Performance around Outlook Festival Activation: +27%WoW growth to the women’s category page; mens+44%
816% increase on IG story mentions during festival; 113% increase on new private messages (requests) week after Outlook festival
Our gifting suite encouraged 27 music artists to post their own UGC content. Total following 187,000. Average engagement rate 10.6%
6 days of music submitted. 288 mixes sent in x 30 minutes = 8,640hours