In the sneaker game, custom kicks are EVERYTHING — creative, wearable art that commands respect among true sneakerheads. So when Trolli launched its new Sour Brite Sneaks, we created a breakthrough Instagram idea that let sneaker freaks customize Trolli sneaks. Utilizing a brand new Instagram functionality, “Remix,” fans were able to add their own custom flava to our gummi sneakers. Two lucky winners were given a pair of Harden Adidas Vol. 2 shoes they could customize themselves on miadidas.com. Harden invited his 7.3 million Instagram followers to clip, doodle, decorate and share their remixes too.

Trolli created an Instagram Story that introduced the Remix campaign, with an illustrated Harden walking through how to create and submit a customized gummi shoe using the new Instagram functionality. This Instagram Story, live for 10 days (March 8–17), provided different gummi shoes for remixing. Three days into the promotion, Harden posted to encourage his 7.3 million Instagram followers to participate and highlighted four of his favorite submissions at the time. Influencer Kickstradomis, a custom sneaks creator with 278,000 followers, also promoted the sweepstakes by customizing his own gummi kicks using Remix. To promote the sweepstakes via paid media, we ran two placements for the duration of the 10-day campaign: an Instagram Story ad that swiped up to a promotional landing page, as well as an in-feed Instagram ad that directed consumers to the ongoing story.

This sweepstakes campaign had 1,700 submissions. That’s 1,700 people who spent an average of 7 minutes with the Trolli brand compared with the average 5-second brand interaction on Instagram. Our story over the 10-day campaign saw more than 605,000 organic video views and resulted in a 5.16% increase in followers on Instagram, a priority platform for the brand.