BUMP

Gen Z marketing agency understanding and communicating through a shared passion for music.

London, United Kingdom
Staff: 11
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Skills

Marketing Agency
Insights & Data Analysis

Clients

Kanye West
Kickers
AIAIAI

Sector Experience

Music
Fashion
Technology
Food & Beverage
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Making Kickers Cool Again

by Robbie Murch

Brief

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.

Result

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

Tags

festival
music
event
strategy and marketing campaign
strategy
Content Creation
Content Creation
Event Communications
Content
event management
event marketing
Strategy Development
Event Creation
Content audit / strategy
Festival Experience
Event agency
event design
Content Design
Content Execution
music agency

Clients

Kickers