The lockdown dress code creates an opportunity for Vans to market their Comfycush range, as these shoes combine the coolness of Vans sneakers with the comfort of slippers. So no more awkwardness when you accidentally show off your casual on the bottom.
That, in essence, is the key message of the campaign. The goal is to boost conversions, while it will be targeted to teens and young adults who already have heard of or been in contact with the brand. This means that these buyers are situated in the consideration stage.
As the target audience is young, the campaign will be launched on TikTok, Instagram, YouTube, Snapchat and Facebook.
On TikTok we’ll play to the platform’s strengths by creating a meme as a video ad. The main concept of the ad is that a person’s casual on the bottom is revealed during a video call. That’s where the Vans Comfycush range comes in.
The campaign on Instagram Stories is all about gamification: the user will be challenged to put a pair of Vans on a person by tapping and holding.
For YouTube we’ll opt for a fast paced bumper ad, as this type of ad has the most success on the platform. In the ad, we see a cat jumping on a girl’s laptop screen, revealing her novelty slippers to everyone in the video call she’s in. If only she had picked up a pair of Vans Comfycush instead …
Snapchat’s biggest strength is their immersive AR lenses. So for this campaign we’ll develop a lens that enables the user to try on the shoes. This will be combined with a video ad. The creative is basically the same as for YouTube, except that at the end you can see the girl trying out the lens.
Video carousel ads are big on Facebook. Again, the creative will be more or less the same as on YouTube, but the video will be split into a sequence of four, with the cat making his way through the carousel to get users to swipe through it. On top of that, Vans will engage in some banter with leading slipper brands, like UGG and Crocs, by posting the ad on their wall.