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Call It Spring: 2024 Influencer & PR Impact

Client
CALL IT SPRING
Services

TL;DR

4.8M+ influencer impressions • 36.6M PR impressions • 298K engagements • 6% Engagement Rate In 2024, Call It Spring partnered with Sundae Creative to execute a fully integrated influencer, PR, and events program designed to grow awareness, strengthen brand affinity, and drive consistent content across Canada. Through a combination of paid talent, large-scale gifted outreach, curated events, and strategic PR pitching, the brand saw significant visibility and engagement throughout the year. Despite a 45% year over year budget reduction, the program delivered more impressions than 2023, a major indicator of efficiency. PR efforts also massively outperformed expectations, generating 36.6M impressions—over 3× the annual target. From festival moments to BTS creator events, consistent product seeding, and strong media relationships, Call It Spring was positioned as one of the most visible Canadian footwear brands in both social and editorial spaces.

Call It Spring: 2024 Influencer & PR Impact

Client

CALL IT SPRING

Services

TL;DR

4.8M+ influencer impressions • 36.6M PR impressions • 298K engagements • 6% Engagement Rate In 2024, Call It Spring partnered with Sundae Creative to execute a fully integrated influencer, PR, and events program designed to grow awareness, strengthen brand affinity, and drive consistent content across Canada. Through a combination of paid talent, large-scale gifted outreach, curated events, and strategic PR pitching, the brand saw significant visibility and engagement throughout the year. Despite a 45% year over year budget reduction, the program delivered more impressions than 2023, a major indicator of efficiency. PR efforts also massively outperformed expectations, generating 36.6M impressions—over 3× the annual target. From festival moments to BTS creator events, consistent product seeding, and strong media relationships, Call It Spring was positioned as one of the most visible Canadian footwear brands in both social and editorial spaces.

Overview

The 2024 mandate for Call It Spring focused on elevating brand visibility, deepening community relationships, and generating consistent influencer-driven storytelling. Sundae Creative managed a year-round program that blended paid partnerships, a robust gifted roster, PR outreach, and experiential activations. The objective: ensure Call It Spring remained top-of-mind in Canada’s competitive fashion and footwear landscape. This meant producing ongoing content at scale, securing high-value editorial coverage, strengthening relationships with creators and media, and amplifying key seasonal moments. With 549 creators activated, nearly 5M impressions delivered, and major PR wins across outlets like CTV News, Noovo Moi, and Chatelaine, the 2024 program exceeded expectations and demonstrated strong performance across all channels.

Challenge

Call It Spring entered 2024 with ambitious visibility goals, but faced several constraints, including a 45% reduction in influencer marketing budget compared to 2023. This required the team to rethink efficiency, diversify the roster, and identify cost-effective opportunities to maintain momentum.

The program also needed to cater to Canada’s bilingual market by building a creator and media mix that performed strongly in both English and French regions. Balancing paid creator needs with a large-scale gifted program introduced operational complexity, especially with 477 gifted creators and 683 content pieces requiring coordination, tracking, and reporting.

PR activities further required rapid ramp-up, as Call It Spring only launched PR efforts in May but still needed to exceed annual impression targets. Competing against major footwear and fashion brands for editorial placement added another layer of challenge.

Finally, events and activations—such as concert series partnerships, festival content, and a signature BTS creator event—required careful resource planning to maximize output while staying within tight production budgets.

Solution

Sundae Creative developed a multi-layered program designed to maximize output while optimizing every marketing dollar.

1. Robust Influencer Program (Paid + Gifted)

The team activated 549 creators, including:

  • 72 paid creators delivering high-quality content, link clicks, and brand storytelling
  • 477 gifted creators driving cost-efficient scale and high-frequency organic conversation

This hybrid model ensured a continuous flow of content across Instagram and TikTok.

2. Efficient Content Pipeline

The program generated:

  • 4,871,280 impressions (+8% YOY)
  • 298,248 engagements
  • 683 content pieces from gifted talent
  • 3,766 link clicks from paid creators

Strategic casting, onboarding, and content management kept creative consistent and brand-aligned.

3. PR Expansion & High-Value Coverage

Despite launching in May, the PR program delivered 36.6M impressions, surpassing the annual 10.8M target.
 Key coverage included:

  • CTV News (14.5M impressions)
  • Noovo Moi (2.3M)
  • Chatelaine (649K)
     Plus major visibility across Elle Québec, Clin d’Oeil, Fleetstreet, Swagger Magazine, and more.

4. Events & Activations for Cultural Relevance

Sundae delivered multiple brand experiences, including:

  • Concert series (318K impressions, 8% ER)
  • Osheaga influencer activations (726K impressions)
  • BTS creator event (760K impressions)

This blend of creator, PR, and experiential marketing strengthened community impact across touchpoints.

Implementation

Influencer Program Execution

549 creators activated across Canada

Ongoing cycles of casting, outreach, negotiation, briefing, and content reviews for both gifted and paid programs

4–6 week operational cycles to support shipping, delivery, product coordination, and approvals

Content Production

Creators generated 683+ content pieces across TikTok, Instagram Reels, in-feed posts, and IG Stories.
 Top-performing content reached:

  • 258K+ impressions (top creator: Stacey)
  • Multiple posts exceeded 15–36% engagement rates, demonstrating exceptional creator-audience resonance

Content ranged from styling videos, unboxings, “get ready with me” moments, seasonal outfit inspiration, and festival/event integrations.

Performance Measurement

Sundae tracked core KPIs including impressions, reach, engagement rate, cost per impression, cost per engagement, CPM, cost per view, link clicks, and creator-level performance.

 Quarterly performance reviews ensured casting optimization moving forward. 

Program Optimization

Expanded cross-platform experimentation, including TikTok, Reels, and festival-based content

Implemented systems for organic brand use of top creator assets across social, events, and PR

Infrastructure & Tools

Centralized dashboards for influencer tracking, shipping, content logging, and performance analytics

Monthly reporting including raw data, KPIs, insights, and optimization recommendations

This operational foundation enabled Call It Spring to run a high-volume, cost-efficient influencer ecosystem capable of scaling during peak seasons and brand moments throughout 2024.

Results

Influencer Marketing Highlights

  • 4,871,280 total impressions (+8% year over year)
  • 549 creators activated
  • 298,248 engagements
  • 6% overall engagement rate
  • Cost per engagement at $0.43, demonstrating strong efficiency since the industry benchmark is between $1.00 to $2.00
  • Gifted program impressions up 100% year over year

High-performing creators consistently exceeded expectations in reach and impressions. Tracy led engagement performance with a 36% engagement rate, reflecting strong audience resonance.

PR Success

  • 36.6M impressions, surpassing the 10.8M target by 3×
  • Feature placements in top-tier outlets across Canada
  • Notable coverage spike from CTV News’ feature (14.5M impressions)

Events & Activations

  • Consistently cost-efficient with cost per view as low as $0.01 well below the industry benchmark of $0.03-$0.05
  • Festival and concert programs delivered strong cultural relevance
  • BTS creator event generated 760K impressions, strengthening creator relationships and seeding moments

Overall Impact

Despite reduced budgets, Call It Spring achieved increased reach, deeper community engagement, and unmatched PR visibility, positioning the brand as a leading voice in Canada’s footwear and fashion landscape.