Street fashion brand Vans wanted to differentiate itself from its fast fashion competitors by raising awareness of its unique, creative brand identity.
We designed a campaign that would renew interest in the brand and engage customers, centred around an online platform that invited users to design their own Vans shoe, then share it via social media and in retail exhibitions. After multiple rounds of public voting and judging by regional influencers, Vans made the winning design into a real shoe for mass-market sale in the region.
Our campaign was a great success, with the campaign website receiving 1.6 million views and retail stores throughout the region attracting 800,000 visits. The 15,000 shoe designs entered received 472,000 votes, and participants expressed a strong desire to purchase the designs they had submitted.