Brand influence strategy On discover how theOn's ascent thanks to influencers has accelerated in six months, between product innovations, culture and sporting events.
The social shift that changes everything
In the space of six months, the On brand has transformed a predominantly sporting reputation into mainstream desirability, by articulating product, culture and performance. The influence strategy On combines meticulous launches, fashion/lifestyle crossovers and sports highlights to create peaks of attention followed by value consolidation. This sequential orchestration triggers a On's rise thanks to influencers visible in news feeds, with more useful, authentic and better-paced content on Instagram and TikTok.
The playbook in three acts: product, culture, sport
Product innovation lights the fuse. Models like Cloudsurfer 2 generate concrete tests, "first runs" and technical decipherments that attract athletes, testers and gear designers. The brand influence strategy On is then extended to culture with capsules and stylish looks, bringing the brand into the worlds of stylists and lifestyle designers. Finally, major tennis and running events provide the legitimacy of performance, anchoring the story in the long term. Repeated campaign after campaign, this cycle produces a On's rise thanks to influencers durable and memorable.
Instagram: the impact bank with less content but more value
Instagram serves as a reservoir of impact, where we publish less, but better. Educational carousels (sole technology, sizing tips, complete looks) and premium Reels maximize watch-time and shares. Visit brand influence strategy On is based on a few key milestones - product launch, fashion capsule, sporting highlight - which focus attention and convert it into lasting brand awareness. This "proof + desirability" approach appeals to both discerning runners and fashion-conscious audiences, consolidating the brand's position as a leader in the fashion industry.On's rise thanks to influencers after each peak.
TikTok: where movement meets culture
TikTok becomes the ignition engine of trends, thanks to short, concrete stories. Style transitions, "on-foot" in the street, court-side POV, fifteen-second micro-reviews: formats are aligned with the habits of 16-34 year-olds in France, Germany and Italy. When a capsule drops or a tournament starts, creators immediately plug in culturally relevant hooks. The TikTok spark triggers discovery, then Instagram capitalizes - a mechanic that has become a signature of the brand influence strategy On and essential to theOn's rise thanks to influencers.
Partnerships and events: turning peaks into brand equity
The highlights are stacked to avoid gaps and keep the conversation flowing. Each peak is accompanied by a clear list of angles for designers: training performance, style of the day, behind-the-scenes, product care. In tennis, top athletes expand the fan base beyond running, while the OAC Europe team maintains presence with a steady stream of training content. This methodical pace reinforces the influence strategy On and feeds theOn's rise thanks to influencers over the full half-year.
Designer communities: from one-off activation to lasting relationships
The focus shifts from the quantity of profiles activated to the quality of relationships. The On brand brings back the same voices - tech testers, stylists, athletes - to weave a continuous, credible story. The activation pyramid is mixed: nano and micro for capillarity and UGC, macro and sports talents for reach and endorsement. This loyalty reduces onboarding costs, improves the average quality of content and consolidates the influence strategy On. Over time, this relational approach accelerates theOn's rise thanks to influencers by creating a community of committed ambassadors.
The table summarizing the new situation
| Platform | Role in the influence strategy On | Formats that perform | Contribution to theOn's rise thanks to influencers |
|---|---|---|---|
| Impact banking and consolidation | Premium reels, educational carousels, behind-the-scenes stories | Strengthens social proof, fuels search and retention | |
| TikTok | Discovery and ignition engine | Micro-tests, look transitions, POV events, dynamic UGC | Unlock young audiences and create cultural viral peaks |
The operational method: what the On brand does, step by step
The initial framework maps markets, personas and creative verticals (performance, style, culture) to avoid dispersed activations. Each act receives a dedicated narrative kit: product sheet with test angles, style moodboard, competition calendar. Drops are driven by teasing on D-7, revealing on D, then amplifying on D+1/D+7, following watch-through, saves and shares. Organic retargeting is based on recurring creators, best-of Reels/Shorts and community picks (looks of the month, weekend runs). This mechanism reduces noise and increases footprint, at the heart of the influence strategy On and theOn's rise thanks to influencers.
What brands can copy right now
Think in sequences rather than isolated posts, with a product → culture → sport sequence that smoothes the narrative. Activate a core of returning creators, to capitalize on trust and creative efficiency. Give clear, measurable angles (tests, looks, behind-the-scenes) instead of diffuse briefs. Orchestrate short but intense peaks, then consolidate on Instagram with premium formats that can be reused in paid if needed. By adopting these principles, any brand can draw inspiration from the influence strategy On and engage its own On's rise thanks to influencers-like.
Our viewpoint
The On brand demonstrates that a precise mix - innovation, culture, sport - can propel a niche brand towards mainstream desirability, without sacrificing authenticity. TikTok lights the trend, Instagram capitalizes on value, the partnerships credibility, and the recurrence of creators builds loyalty. The next challenge is to scale this playbook while retaining the real tone that makes the difference. This is exactly the right way to extend the brand influence strategy On and maintainOn's rise thanks to influencers in the coming months.
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FAQ
Why does the On influence strategy work so well?
It is based on a clear product-culture-sport sequence, which facilitates memorization and conversion. This framework nurtures On's rise through influencers without over-publishing.
How does Instagram consolidate On's influence strategy?
With premium Reels and educational carousels that extend each peak and reinforce social proof, at the heart of On's rise thanks to influencers.
What role has TikTok played in On's rise through influencers?
The platform triggers discovery via authentic short formats, then redirects attention to Instagram to capitalize.
Which formats create the most traction for On?
Rapid product testing, look transitions, event POVs and explanatory carousels: this mix serves the On influence strategy and accelerates ascent.
Which KPIs to track for effective management?
Video completion rates, saves, shares, repeat collaborations, organic traffic to product pages - key indicators for On's rise thanks to influencers.
How does On build designer loyalty?
By building on recurring relationships with testers, stylists and athletes, we reinforce the credibility and coherence of our stories.
What role do sporting events play?
They provide performance guarantees and powerful narrative hooks that energize every wave of content.
How do you combine product and fashion without losing performance?
By linking technical innovations and lifestyle desirability via capsules and looks, a pillar of the On influence strategy.
How to avoid overpublication?
By concentrating peaks around launches and events, then consolidating with premium formats; a key to On's rise thanks to influencers.
Where to start copying this playbook?
Map a core group of creators, define the product-culture-sport triptych and provide precise, measurable angles.