Overview

As the lead Social & Community Manager, I developed and executed the content strategy for Unbox It, an influencer-led marketing campaign for Canada's Boxing Day holiday. The campaign was focused on driving awareness and energy around seasonal and inline sneakers and apparel, and ultimately converting product sales.

I was responsible for leading 2 analysts to partner with female and youth influencers that felt authentic to the various niches of the product's audience. Leveraging the reach of 10-15 influencers, we commanded the conversation during that timeframe and established Foot Locker as a brand leader amongst competitors with engaging creatives around both desirable and non-desirable product that converted into high sales during the period after Christmas.

Approach

Taking creators from different niches such as basketball, kids, fashion, dance, beauty etc. we curated a library of engaging and dynamic content that showcased the versatility and style of our products. We leveraged UGC and strong partnerships with influencers for this campaign, as well as actively engaged with our community on social through Instagram Lives, replying to comments, and hosting virtual events for our top consumers.

That content was then further leveraged as paid creatives through Boosting on Instagram and TikTok Spark Ads ($200k budget) that averaged a 3.18x ROAS across all platforms. In the end, half of the skus were completely sold out which led to an 24% growth in our email list as consumers were signed to be notified when the sold out styles would restock.

Caius Tam 2026

Toronto