Influencing a Movement

Social & Digital
How ROOTS helped TOMS connect with its audience through Ella’s community

The Challenge

TOMS’ mission is to use business to improve lives, a sentiment echoed by musician Ella Grace Denton. At ROOTS. we were tasked with finding common ground between the sustainable shoe giant and eco role-model Ella, resulting in a successful partnership.

So how did it all come together?

The solution

At ROOTS. we work with a portfolio of talent that embodies these key principles: authenticity, trust, inspiration and motivation. As a result, we are able to talk to relevant brands and guide them to community leaders and projects that can add value through building and communicating a true partnership.

Ella Grace Denton (@ellagracedenton, 180k+ followers) is a musician and community builder who works to empower women, to promote and openly discuss mental wellbeing and sustainable living. ROOTS. worked with Ella on forming partnerships with forward-thinking, brave and sustainable brands creating positive societal change, as well as her business development/relations.

Ella has since invested a huge amount of focus on building a fantastic music platform and connecting with a growing audience through songs.

Given Ella’s personality, her passions, and her loyal social media following - and knowing TOMS’ brand purpose and inspiring vision - the foundation for a great partnership was laid with the ‘The Giving Roadtrip’: a roadtrip in an old campervan Ella branded up to travel across Europe on a 3-week-journey that saw her highlight local projects that were born, run, grown and supported by local communities without any governmental or official funding. All communicated through her social media platforms, the beautifully curated road trip documentary showing raw reflections of the ups and downs of the journey and connections made, has garnered more than 60,000 views and was reported on across a number of lifestyle and national media outlets, and as a result, kicking off one of TOMS’ most successful influencer campaigns with Ella, which ROOTS. also managed.

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Ella & TOMS: Stand For Connection

TOMS have always had ambitions to change the world and make a real social impact. Building on their ‘giving model’ first developed in 2006, they founded the Stand For Tomorrow campaign to increase awareness of individuals making a positive impact on local communities and creating change without any support through government funding. Partnering with influential community leaders with purpose, the campaign focused on giving funding to key projects to enable growth and extended reach through engaging content. All community leaders also had a dedicated TOMS product that was part of their campaign and pushed through dedicated photoshoots.​

Ella’s own aspirations and enthusiasm to make a positive difference made the Ella/TOMS collaboration a perfect match, and Ella’s project Stand For Connection was born. Consisting of real-world activation – Women’s Circles across the UK, each inviting 33 women to be able to connect with each other in a safe space – as well as online video content, the campaign saw Ella share messaging around women’s empowerment, offering valuable tools for women to reconnect to themselves and others and support each other’s mental wellbeing.

The results

The partnership provided great success for TOMS, Ella and several charities, with results including:
Human Impact


In eCommerce Sales

Sold Out

Event Tickets


Audience and Followers



Circulation via Press


Social Impressions


Email Readers

Social Impact


In Toms eCommerce Visitors


Return on Ad Spend


Social Engagement

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