Vans encourages creative expression among Chinese young generation with #OH My Vans Challenge

Vans, an apparel brand, promoted its brand among young people in China by launching a video challenge that asked influencers and consumers to balance Vans shoes on their heads.

Campaign background

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
  1. 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.
  2. Declining purchase desire on fashion. During the epidemic, people are less willing to purchase non-essential products, especially clothes and footwear.
  3. Low brand recognition in lower-tier cities: as a leading youth culture brand, Vans is eager to be recognized by more young people in...

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