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Background
The unexpected epidemic completely changed the original communication plan for Vans. How can Vans maintain its voice and deliver its brand sprite among young Chinese generation?
Challenge
- Communication approaches are limited during the outbreak. Most brands were unable to launch offline events, and all social attention was focused on the epidemic situation.
- Declining purchase desire on fashion. During the epidemic, people are less willing to purchase non-essential products, especially clothes and footwear.
- Low brand recognition in lower-tier cities: as a leading youth culture brand, Vans is eager to be recognized by more young people in...