Challenge
TOMS’ mission is to use business to improve lives, a sentiment echoed by musician Ella Grace Denton. At ROOTS. we were tasked with finding common ground between the sustainable shoe giant and eco role-model Ella, resulting in a successful partnership.
Influencer Management
Partnership Facilitation & Strategy
Campaign Development
Brand Activation
Our roles
Sustainability
Authenticity
Empowerment
Key values targeted
At ROOTS. we work with a portfolio of talent that embodies these key principles: authenticity, trust, inspiration and motivation. As a result, we are able to talk to relevant brands and guide them to community leaders and projects that can add value through building and communicating a true partnership.
Solution
Ella Grace Denton (@ellagracedenton, 180k+ followers) is a musician and community builder who works to empower women, to promote and openly discuss mental wellbeing and sustainable living. ROOTS. worked with Ella on forming partnerships with forward-thinking, brave and sustainable brands creating positive societal change, as well as her business development/relations.
Ella has since invested a huge amount of focus on building a fantastic music platform and connecting with a growing audience through songs - you can find Ella on Spotify here.
Given Ella’s personality, her passions, and her loyal social media following - and knowing TOMS’ brand purpose and inspiring vision - the foundation for a great partnership was laid with the ‘The Giving Roadtrip’: a roadtrip in an old campervan Ella branded up to travel across Europe on a 3-week-journey that saw her highlight local projects that were born, run, grown and supported by local communities without any governmental or official funding. All communicated through her social media platforms, the beautifully curated road trip documentary showing raw reflections of the ups and downs of the journey and connections made, has garnered more than 60,000 views and was reported on across a number of lifestyle and national media outlets, and as a result, kicking off one of TOMS’ most successful influencer campaigns with Ella, which ROOTS. also managed.
Ella & TOMS: Stand For Connection
TOMS have always had ambitions to change the world and make a real social impact. Building on their ‘giving model’ first developed in 2006, they founded the Stand For Tomorrow campaign to increase awareness of individuals making a positive impact on local communities and creating change without any support through government funding. Partnering with influential community leaders with purpose, the campaign focused on giving funding to key projects to enable growth and extended reach through engaging content. All community leaders also had a dedicated TOMS product that was part of their campaign and pushed through dedicated photoshoots.
Ella’s own aspirations and enthusiasm to make a positive difference made the Ella/TOMS collaboration a perfect match, and Ella’s project Stand For Connection was born. Consisting of real-world activation – Women’s Circles across the UK, each inviting 33 women to be able to connect with each other in a safe space – as well as online video content, the campaign saw Ella share messaging around women’s empowerment, offering valuable tools for women to reconnect to themselves and others and support each other’s mental wellbeing.
The partnership provided great success for TOMS, Ella and several charities, with results including:
The Results
Headline facts
Human Impact
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Strong event engagement
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Good interest in Ella's story
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Lots of new users
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Increase in eCommerce sales
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Tickets to events sold out
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Global popularity - not limited to UK market
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Uplift in TOMS eCommerce visitors following campaign
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Strong social engagement
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Highest Return on Ad Spend
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YouTube - Higher Video Completion Rate than other all other change makers & drive highest VT ROAS on social.
Reach
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13million - Circulation via press
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63million social impressions
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212,000 email readers
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Highest unique views - compared to similar campaigns
Social Media & Website
· The Stand For Tomorrow campaign as a whole drove greater sales than other evergreen giving pages, showing the consumer’s interest in storytelling
· Longevity: This partnership only deepened the trust between community, Ella and TOMS, resulting in long-term commitment to follow-up projects built upon these newly made connections since
