The Challenge
MOU is a British footwear brand known for its sheepskin boots. MOU sells a seasonal, high-consideration product. The window in which winter footwear content converts is short, so the campaign had to deliver scale inside it rather than spreading thin across the year.
Our Approach
We ran a large, concentrated creator campaign timed to the season.
- 92 creators were briefed across fashion and lifestyle to build visibility inside the buying window
- Selection favoured creators whose styling matched the brand’s positioning
- Every account was vetted for audience fit before outreach
- Content was approved against brand guidelines before going live
Concentrating the campaign into the season it sells in produced far more impact than the same volume spread across a longer period.
The Results
92 pieces of content reached an audience of 20,630,969 and generated 544,369 engagements, the largest single reach figure in this set of campaigns.
Timing Mou’s Footwear Content to the Winter Buying Window
Seasonal campaigns run to the same shortlist-first process as any Terrier influencer campaign, timed so briefing and production land inside the buying window rather than around it. Creators are vetted for audience and styling fit before outreach, usage terms are agreed up front, and finished content is approved against brand guidelines before it goes live.
What 20.6 Million in Seasonal Reach Represents
20,630,969 in audience reach and 544,369 engagements across 92 pieces of content is the largest reach figure in this set of campaigns, a visibility number, not a sales number. For a seasonal, high-consideration product with a short window in which winter footwear content converts, that scale of reach concentrated into the season is what the Approach section describes as the point of the strategy.
