By: Donald Smith
After 51 years, Vans, the worldly renowned footwear brand, realized that it is no longer only a skateboard brand, but a brand associated with its only culture (i.e. Nike, Starbucks, Patagonia). Therefore, It has decided to do expand its target audience by implementing a new social media campaign named, “This is Off the Wall.” The campaign’s purpose is to encourage customer acquisition, which means to increase the number of customers your company has. Van’s strategy in this campaign is a series of videos containing content directed toward the new direction the company is going with its key message “Off the Wall.” The tactic used was 12 videos, each containing a “brand ambassador” to attract new audiences.
However, this could become a problem because if a company engages in customer acquisition, then it is going to slack a little in customer retention, which means to increase the number of returning customers your company has. So, the new question is how Vans can use its new social media campaign to balance both customer acquisition and retention.
The weird thing about Van’s campaign is that it encourages both retention and acquisition. The campaign did retention perfectly by including several of the brand ambassadors to be skateboarders. Doing this allowed the older customers to still feel as though they are connected to the brand. Thus, they are retained. The campaign successfully implemented acquisition through the use of other brand ambassadors that dealt with topics such as fashion, surfing and music.
Now, the next step Van’s needs to take is allowing user-created content. The best channels to do this would be to set up a separate Snapchat account named “ThisIsOffTheWalls” or some variation of it and have customers submit snaps, mostly videos, to showcase their meaning of “This is Off the Wall.” Next, utilize YouTube, this can be where longer videos from customers can be submitted. Also, make sure to retweet and share Twitter and Facebook posts with the hashtag #ThisIsOffTheWalls. Lastly, set up a separate Instagram account named the same as Snapchat’s. The reason for Instagram is to use its video capability as well because there are people who are solely on Instagram and not on Snapchat. A great example of a campaign similar to this would be what GoPro did to include user-generated content.