Vans, the original action sports footwear and apparel company, is a brand of VF Corporation (NYSE: VFC).
Renowned skateboarding brand Vans needed a PR partner to execute their vision across APAC. We wasted no time carrying out cross-region PR and influencer strategy, garnering key insights, conducting market trends consultation, reaching out to key media, and collaborating on stories and campaigns, delivering brand activation development and execution.
The key consideration was identifying the right media outlets for each APAC market, taking a bespoke approach in every country to present the right activations and stories to inspire consumers. At the same time, we worked with Vans to unify these messages for consistent branding, allowing each local market to execute in their own unique way at the same time.
We made a splash in each market with on-brand messaging that was tweaked in just the right manner. We built intelligent strategies and guidelines for local markets and let them do their thing, with relevant local talents that offered the right voice for Vans, and planted the seeds for long-term consumer engagement. These purpose driven campaigns and events have ultimately built and expanded the “Vansmily” network in Asia.