We rebuilt Dockers' relevance by passing the mic to creators and letting genuine storytelling do the heavy lifting.
16M+
Total impressions
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Dockers is the khaki brand that defined business-casual in the '80s and '90s.
Industry: Apparel / Heritage fashion / CPG
Audience: Style-aware shoppers across generations, reachable through creators rather than catalogue imagery.
A heritage brand can buy impressions but not relevance. Dockers needed to come back as a wardrobe choice creators would actually talk about, beyond a logo people half-remember. The brief moved the goalposts from reach to recall.
inBeat handed the mic to creators across style sub-niches, letting authentic storytelling re-frame Dockers for a new audience while whitelisting kept CPMs efficient.
16M+
Total impressions
80+
Creators engaged
167K+
Total engagements
Creator casting and brand-recall storytelling, with whitelisting to extend the strongest creator posts as efficient paid media.
Diversify the creator pool to widen relevance. By sourcing across distinct style communities, inBeat reached different corners of the target without a single homogenous message. Recall came from many credible voices.
Creators were briefed for authenticity and produced for performance; the best organic posts were whitelisted into paid to push reach at a lower CPM than studio creative.
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