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When it comes to selling shoes, showing is often more powerful than telling. That’s exactly what Taos Footwear and Gen3 Marketing had in mind when they launched a user-generated content (UGC) campaign to breathe new life into their paid media strategy.
Rooted in real moments and everyday adventures, the campaign tapped into the power of authenticity—turning creators into storytellers, and shoes into characters in those stories.
Taos Footwear is known for comfort-driven style that fits seamlessly into daily life—but showcasing that in a compelling, scroll-stopping way isn’t always easy. Gen3 Marketing needed content that looked less like ads and more like lifestyle inspiration.
Their goal?
Create a library of authentic, engaging content that could be repurposed in paid media and actually perform—resonating with potential customers across platforms.
Taos partnered with Creator.co to launch a campaign centered around a simple but powerful idea: #DoingLifeInTaos.
The concept? Let creators show how Taos fits into their lives—whether it's a coffee run, a weekend hike, or a walk through the farmers’ market.
Here’s how the campaign came to life:
The result? Content that felt genuine, not forced—and a social feed that made you want to lace up and get out there.
The campaign didn’t just deliver on vibes—it delivered on value.
What’s more: the UGC from this campaign outperformed all branded content in the brand’s ad performance tests. With over 50 pieces of high-quality content, Taos had the flexibility to A/B test and identify exactly which creators and styles resonated most with their audience.
“Creator.co's technology has been a game-changer in streamlining and enhancing the way we manage and engage with influencers for our clients. One of the standout features that immediately caught our attention was the intuitive and user-friendly interface. Navigating the platform is a breeze, and the comprehensive dashboard provides a holistic view of all our influencer campaigns.”
— Yulia Shilkina, Director of Influencer Marketing, Gen3 Marketing
The #DoingLifeInTaos campaign is proof that the most compelling content often comes from everyday creators. By giving them room to create—and the right tools to do it—Taos turned simple moments into high-performing assets, and a hashtag into a movement.
Looking to elevate your next campaign with UGC that actually works? This might be your sign.
