Kai Widdrington Evolution Tour
Client Goal:
Kai Widdrington, professional dancer and Strictly Come Dancing star, wanted to build buzz around his solo tour Evolution by leveraging TikTok and the power of niche microinfluencers.
Challenge:
Kai’s team was looking to tap into a younger, highly engaged audience, but didn’t yet have a clear influencer strategy or the following of “StrictlyTok” creators.
Kai recently joined TikTok, but had not been consistent with his posting to capture the younger audience.
Strategy & Execution:
As an established creator in the Strictly Come Dancing niche, Shirleigh leveraged her network to connect Kai with relevant microinfluencers who had engaged, Strictly-loving audiences. At an event they both attended, she arranged a collaboration where creators received complimentary tickets in exchange for creating TikTok content about the tour – keeping full creative control and monetisation rights via the TikTok Creator Program.
Combined, the three influencers Kai worked with have a following of 50,000 on TikTok and have an average engagement rate of 6.3% on their Strictly related videos.
Results:
- The microinfluencers generated over 250,000+ video views
- Videos saw more than 7,000+ organic interactions (likes, comments, shares)
- The content created genuine hype among target audiences and boosted tour awareness during a key promotional window
Key Takeaway:
Strategic partnerships with microinfluencers can deliver outsized results—especially when those creators are genuinely aligned with the campaign’s theme and audience. By offering creative freedom, value (via free tickets), and monetisation potential through the Creator Program, this campaign fostered authentic enthusiasm that translated into real engagement. It’s a strong example of how niche influence, when paired with a thoughtful, well-timed approach, can amplify tour promotion and build lasting momentum.
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