Vessi - School project
August - December 2022 (5 months)
Role: Creator for the whole campaign
Campaign proposal for kids collection summer/spring 2024
Objective: Provide a campaign to sell the most pairs of shoes from Vessi.
Goal: Provide a new perspective on a campaign for the Vessi kids collection.
GOAL OF CAMPAIGN
Becoming the number one kid shoe choice during the Spring/Summer 2024 season, with an increase of 40% in sales of kids' shoes from moms with kids younger than 10 years old living in British Columbia.
Key Message
Their easy-to-clean nature and versatile style enable seamless transitions between activities.
Provide a shoe that helps children be independent and is helpful throughout the various seasons of the year.
Channels / Tactics
Channels
Social Media:
1.- Influencer BC Moms
2.- Meta Ads of the uses of Vessi shoes for kids
Parent
Email Newsletter:
Campaign starting in Spring
Uses of Vessi for Children
Discount on the second pair (siblings)
Roblox:
Make a shoe item (Vessi shoes) to gift under the character items.
Youtube:
Videos of “You can not believe what these shoes can do, .... add mustard, add ketchup and your feet it is still dry”
Kids :)
Online Presence:
Google ads, Meta ads
Conclusions
Target Audience Insights:
Selling to kids yields a higher turnover in sales than targeting women, potentially because kids frequently outgrow their shoes, leading to more frequent purchases.
Indirect Campaign Strategy:
Utilizing an indirect campaign through channels and mediums that kids commonly engage with proves to be effective. By creating awareness among kids, there is a higher likelihood that they will express interest in the product, prompting them to ask their parents for it.
Leveraging Popular Platforms:
Recognizing the impact of popular platforms like Roblox, it is evident that integrating your product, Vessi, into these platforms can be beneficial. The idea of kids using Vessi for both their virtual characters and in real life taps into the trend of virtual representation and can create a strong connection between the product and its target audience.
Nostalgia and Brand Association:
Drawing a parallel with American Girls from the past highlights the potential for creating a sense of nostalgia and emotional connection. If Vessi can become a significant part of a child's identity, just like American Girls were for a previous generation, it can foster a strong brand association.
These learnings suggest that a strategic approach involving targeted indirect campaigns, integration with popular platforms, and tapping into emotional connections can enhance the effectiveness of your marketing efforts, mainly when targeting the younger demographic.