Beyond Seasonal Campaigns: How SoftMoc Built Scalable Growth Across Instagram & TikTok
Leveraging UGC, Memes & Video to Turn Engagement into Community Momentumellness Brand's Launch & Debut in Canada
What we did
We developed and executed a multi-phase social media strategy for SoftMoc, combining UGC content, meme and animation-led creative, and a Spring short-form video series to increase reach, drive engagement, and grow community across Instagram and TikTok.
By blending educational storytelling, trend-driven content, and platform-native creative formats, we positioned SoftMoc as a trusted and culturally relevant footwear destination.
The spark
SoftMoc is a leading premium footwear retailer offering on-trend styles and trusted brands. While the brand had an established presence, the opportunity was to deepen engagement, expand organic reach, and strengthen TikTok growth through culturally relevant, short-form content.
The objective was clear:
Leverage UGC, trend-based storytelling, and engaging video formats to build community, increase visibility, and drive meaningful interaction across platforms.
Services
Social Media Strategy
UGC Content Development
Meme & Animation Creation
Short-Form Video Production
Platform Optimization (Instagram & TikTok)
Community Growth Strategy
Performance Reporting & Optimization
The strategy
1. UGC-Led Storytelling
SoftMoc is a leading premium footwear retailer offering on-trend styles and trusted brands. While the brand had an established presence, the opportunity was to deepen engagement, expand organic reach, and strengthen TikTok growth through culturally relevant, short-form content.
2. Memes & Animations
To increase organic visibility and tap into platform culture, we introduced memes and animated content designed for shareability and relatability.
3. Spring Video Series
The Spring short-form video series blended education with trend-driven storytelling, featuring shoe care tips, hacks, and styling inspiration across 12 videos.
The moments
Key campaign highlights included high-performing carousel content that maximized impressions and increased time spent on posts, along with shareable memes designed to boost organic reach and tap into cultural trends. The Spring video series delivered educational, value-driven content focused on shoe care, styling inspiration, and product hacks, further strengthening brand authority. Complemented by strategic TikTok growth initiatives that consistently built community momentum, each activation was thoughtfully tailored to platform behaviour and audience preferences—contributing to sustained visibility, stronger engagement, and measurable growth across channels.
16.6K
impressions
443
engagements
2.6%
engagement rate
TikTok
82.4M
impressions
838
engagements
1.0%
engagement rate
Why it worked
This campaign succeeded by weaving authentic UGC storytelling, culturally relevant meme content, and value-driven short-form video into a cohesive, platform-first strategy. Prioritizing exploration-friendly formats like carousels alongside shareable, trend-based creative allowed SoftMoc to grow organic reach while sustaining meaningful engagement across channels.
Educational Spring content reinforced brand authority, while TikTok-focused growth initiatives steadily expanded the community. The balance of authenticity, entertainment, and education positioned SoftMoc as both a trusted footwear expert and a culturally connected brand, driving sustained visibility and measurable growth across platforms.