A Style-Forward Brand Built for Real Life
Rothy’s made its name with a simple idea: sustainable shoes that look good, feel great, and actually work with your life. Known for bold design, comfort-first engineering, and machine-washable materials made from recycled plastics, Rothy’s quickly built a cult following among women who cared about style and substance.
But even a beloved brand needs to evolve. As fashion trends shifted and creator culture exploded, Rothy’s saw an opportunity to meet a new generation of consumers where they were already discovering style inspiration: in-feed. Gen Z and Millennial women weren’t just shopping differently, they were defining taste in real time.
To stay relevant, Rothy’s needed to turn its silhouettes into seasonal staples, styled, reinterpreted, and made visible in the moments that matter most. That meant showing up not just with different styles of shoes, but with creators who could make the brand feel personal, wearable, and part of their everyday style.
Not Just Worn, But Wanted
Rothy’s had a strong product, a loyal customer base, and clear values. But, visibility alone wasn’t enough. In a feed crowded with fast fashion and trend cycles moving at warp speed, the challenge was staying front of mind while staying true to the brand.
To drive growth with Gen Z and Millennial women, Rothy's aimed to produce dark ads and needed creators who could deliver more than pretty pictures. They needed styling that sparked interest, storytelling that resonated emotionally, and content that could work well for dark ads.
As part of the brief, Rothy’s set out to:
Source fashion-forward creators who aligned with brand values- Deliver monthly assets that reflected seasonal styling and product moments
- Drive sustained engagement and relevance with a younger demo
- Ensure messaging consistency across comfort, style, sustainability, and versatility
Delivering on that meant finding the right partners, building creative momentum, and scaling with intention. Kyra made it happen.
“Kyra has been instrumental in scaling our performance marketing through influencer workstreams.”
Seasonal Style, Creator-First Execution
Kyra launched and managed a streamlined, month-to-month content engine for Rothy’s, centered around seasonal styling, product storytelling, and native creator formats.
Each month, we delivered 15–20 fresh ad assets across a diverse pool of fashion-forward micro and nano creators. These partners reflected Rothy’s core customer: modern, style-conscious women who value comfort, sustainability, and personal expression.
Briefs were intentionally open, allowing creators to integrate Rothy’s shoes into their everyday routines, from GRWMs and day-in-the-life vlogs to styling reels and seasonal transitions. Messaging focused on versatility, washability, and all-day comfort, delivered through creators’ own voices for content that felt natural and not scripted.
Behind the scenes, Kyra’s discovery and briefing workflows ensured the right creators were cast every month, while our campaigns team managed feedback loops, and performance reviews. The result was an always-fresh pipeline of UGC-style content that was both high-performing and deeply on-brand.
“Kyra’s ability to bring in top-tier creators has not only driven strong results but also consistently strengthened our brand reputation.”
Style That Stays in Rotation
With Kyra’s monthly Makers program, Rothy’s unlocked a scalable pipeline of seasonal creator content that felt native, authentic, and endlessly reusable. By prioritizing talent alignment and message clarity, each asset delivered both performance and brand consistency.
In total, the program delivered:
- Hundreds of seasonal assets across GRWMs, styling, and product-first formats
- Consistent monthly output from high-performing creators
- Top performing assets on Meta
- Increased asset longevity
- Versatile content library
- Increased traction of cyber sales
By embedding Rothy’s into real wardrobes, routines, and creator narratives, Kyra helped the brand show up with intention month after month.