FOR THE RIPPERS.
What is a ripper?
“Ripper” is a term coined from the skateboarding community that means a really good and consistent skater. So here we are. Vans has finally made a skateboard that is “really good and consistent” just like our shoes.
Target Audience
Our campaign will focus on targeting 18-24 year old skateboarders who live in urban areas.
Currently thinking- Love and trust the Vans brand but do not think of it as a skateboard manufacturer; however, they would not be reluctant to trying out a Vans skateboard...
Campaign Goal?
It will persuade the target audience that Vans skateboards are created for amazing rides and will get our loyal consumers excited about the new line.
Target Persona
Kelley is 18 years old and from San Francisco, California. She loves skateboarding. It is not just a sport or a hobby. It is her life and her greatest passion. She enjoys spending summer days with her friends trying to nail new tricks at the park. She feels very accomplished after a long day of skateboarding away. Kelley’s style is streetwear/athleisure. She owns multiple pairs of Vans and wears them to death. Kelley has had the same board since she was a little girl. Since she is so passionate about it she has saved up money from her summer job to buy a new one. We are hoping with her familiarity with the Vans brand and loving the shoes she will want to buy a Vans skateboard as well
Vans Overview
Vans, founded in 1966, is an American manufacturer of skateboarding shoes and related apparel
Vans have around 340 retail stores in the U.S. and an E-Commerce shop
Vans is very prominent in the skateboarding world; they sponsor many professionals and skateboarding events
They sell skateboards but do not manufacture them
Persuasive Idea
With years of experience providing for and listening to the skateboarding community, Vans is now ready to create the best skateboards in the market.
BIG IDEA
For skateboarders at any level, Vans skateboards are the ones you can always trust for quality and performance, because nobody knows skaters like Vans.
*Disclaimer- This is a conceptual campaign. This is not a real marketing goal of Vans. Avani & I collaborated to create this campaign for educational purposes. These photos were not taken by us, but we have photoshopped them to accurately represent the way we in which we would articulate addressing this hypothetical brand’s concern for launching a new product.
