Experience & Growth Strategy
Turning Vans channel insights into consumer positioning & experiences
The goal was to use internal data from Vans digital marketing business reviews to develop new strategies for increasing engagement and conversion for Vans consumers with greater relevance and connection.
Client: Vans AMER MarketingRole: Associate Director, StrategyAgency: The Program
Challenge
Van’s digital channels were showing an increase in engagement but lacked a corresponding increase in conversion. The brand was catching consumers’ attention, but not resonating enough to convert.
Insight
We uncovered that the kids’ product category was performing remarkably well, despite being largely neglected by marketing campaigns. As a legacy brand, Vans was already part of the family for Millennial parents who love sharing skating, music, and fashion with their Gen Alpha kids.
Approach
Designed a persona segmentation framework that reached parents based on their lifestyle, values, and the stage of their kids’ growth.
Defined immediate and longer-term channel strategies for connecting with these segments.
Roadmapped testing and learning plans to evolve channel tactics based on performance.
Rolled out implementation plans, including the jobs to be done by each of the marketing teams.
7 quick wins for digital channels to improve engagement and conversion
6 long-term initiatives for the brand to build an authentic and competitive connection
5 learning questions with testing plans to gain insight into which tactics connect best for continual refinement
Value
