While recognising consistent success with existing consumers, it was evident that potential new customers had lost clarity on what Vans stands for and the brand was no longer top of mind. Knowing that young audiences increasingly look to associate themselves with authentic brands that matter to them and reflect their values, Vans realised that they needed to enhance their relevancy.
Plan
Vans showcased the hero 60” copy in cinema, to ensure their creative was seen in the premium, high attention cinema environment that would help build an emotional connection. The Vans campaign ran in films including Deadpool & Wolverine, A Quiet Place: Day One, Longlegs and Twisters and across other channels including Social, YouTube & Online.
Results
Cinema helped to significantly improve several of Vans core brand KPIs.
+88%
uplift in perceptions that Vans ‘is for people like me’
+41%
uplift in perceptions that Vans ‘is a brand I want to be seen wearing’
34%
uplift in perceptions that Vans ‘is well-known for what it does’
+48%
uplift in those ‘very likely’ to consider Vans among exposed cinemagoers vs. those not exposed to the ad in cinema
