Challenge
Vans invited SHARE to help generate mass awareness, usage and purchase of Vans Customs, their customisable shoe platform where fans design their own trainers.
Solution
Defining Vans’ Audience Personas: To better understand Vans’ customers, our data scientists leveraged SHARE’s own data model. Based on Region, Attitudes, Personality, Interests and Demographics, our model helped us analyse social conversations around Vans and competitors. From this, we discovered where and who we should target before categorising them into three core personas; aligning with brand loyalty, culture or fashion.
Results
Throughout the duration of the campaign period, Vans Customs also accrued 60% of all sales for the brand, proving tailored content and efficient optimisation reaches the most relevant audience and achieves successful results. By understanding our audience and building a robust strategy results surpassed the page benchmark.
SHARE Creative
SHARE Creative is a data-led creative agency that provides best-in-class professional services to the world’s biggest brands, such as Diageo and Microsoft. We precision-engineer relevancy by mixing pioneering research and technology with creativity. SHARE uses social listening to inform all strategic and creative activations for clients. The teams of researchers, data...
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