Using qualitative research and data, we reimagined how a typical Torrid customer might define herself—her interests, her beliefs, her values—and used these insights to create a more soulful, honest approach to Torrid’s social content. We wanted to evoke the moments in life that meant the most to the average woman within our audience. From there, we utilized 30 micro and macro influencers who embodied our diverse audience to tell their genuine stories. By repurposing influencer content for Torrid’s own social channels, we were able to elevate their content with a new level of authenticity; the content also conveyed the editorial narrative we needed to demonstrate how the brand was evolving.
- Brand Awareness: 1M people reached, generating 1.5M impressions
- Engagement: Content collectively received over 228K engagements, paid media achieved over 17K clicks
- Audience Growth: Torrid’s Instagram following increased by over 12K