A campaign by footwear retailer OFFICE has found that where consumers have engaged with creator-generated content, the brand has seen an average order value uplift of 10%.
OFFICE has been working with creator-first content agency The Content Cloud Network, which has been providing creator-generated content both in stores and online across a range of the world’s largest footwear brands including Nike, Birkenstock, Dr Martens, Asics, and Adidas.
“We know that Gen Z shoppers trust creators more than traditional advertising,” explains Liv Gascoine, co-founder of The Content Cloud Network.
“They value their authenticity and relatability and love to be inspired as they shop online. We have taken these insights, and the pain point OFFICE was experiencing of a lack of owned content on their channels and created a creator-first content strategy to help them level up.”
Across a variety of footwear styles and brands, including Nike, adidas and Birkenstock, The Content Cloud Network collaborated with creators to curate fashion imagery showing how they style the footwear in their own personal way.
“Among a sea of product imagery, the creator content stands out, it reduces decision fatigue by showing how the footwear looks, fits and how it can be styled IRL; the data shows the increase in click through, dwell time and conversion,” adds Liv.
An LTK report back in 2023 even found that nearly half of Gen Z consumers are less likely to return an item after seeing a creator showcase it in video content, indicating increased purchase satisfaction.
“Creator-generated content is not only more authentic and relatable to today’s consumers, but also significantly more cost-effective than traditional content production,” continues Liv.
“Unlike expensive studio shoots that require models, stylists, photographers, equipment, and extended lead times, creators produce high-quality, platform-optimized content using their own tools, in real-life settings with their own personal style. This streamlined approach reduces production fees while delivering content that drives higher engagement and trust, making it a smarter, faster, and more scalable strategy for modern e-commerce.”
