Campaign Overview

VEJA’s debut marketing campaign has three parts: paid outdoor advertising, paid social advertising, and organic digital advertising. Each of these components work together to drive traffic to the e-commerce site and increase sneaker sales.

Appeal

All three of the established personas are looking for a shoe that lets them express their personality, while also remaining in dress code and professional. VEJA can build brand equity through this campaign and potentially expand it into other markets as well.

April 1, 2020

May 1, 2020

Positioning

This campaign aims to position VEJA differentially from the other sneaker brand’s in the category. It emphasizes the shoe’s fashionable wearability in a variety of different settings.

Timing

The strongest time of year for sneaker sales is Spring. This, coupled with favorable outdoor weather, decided the campaign’s dates.

Campaign Messaging

Tagline: “VEJA does both.”

This campaign conveys that VEJA sneakers are the perfect way to express one’s creative style, while still remaining within a young, professional dress code. It appeals to an audience that is seeking versatility in their clothing purchases. The “does both” copy will juxtapose two starkly different scenarios in the audience’s life, and demonstrate how VEJA sneakers bridge that gap.

Sixth-Year Senior: “From the sorority social, to the second round interview.”

All-Star Coffee Runner: “For the B-Train and the boardroom.”

Side Hustler to the Extreme: “From picking up children, to picking up coffee”

All messaging, whether digital or out-of-home, will be accompanied by the copy #MyVejaBoth. This hashtag allows for the campaign to be monitored on social media, and allows for users to share their own content regarding the different scenarios in which they wear their own VEJA sneakers.