Campaign Execution

The “VEJA does both” campaign should be carried out across multiple channels in hopes of dynamically integrating into the working lives of the target audience.

Out-of-home advertisements should be placed in metro tunnels and public transportation shelters. They feature a QR code that links to the brand’s online store, prompting interested viewers to continue down the funnel.

Boston, Chicago, Los Angeles, New York City, Pittsburgh

Digital advertisements on Instagram and Facebook should be placed in the newsfeed. These remind the audience of the campaign messaging they have already seen in their daily commute, and offer ways to click through to the online store.

Target ads based on gender, age, DMA, and income level.

Facebook and Instagram should be monitored for user-generated content by the hashtag #MyVejaBoth. These captured posts should be collected to create a lookbook for release at the campaign’s sunset, offering yet another reason for users to visit VEJA’s site and make a purchase.

Implementation Plan

Pre-Launch Phase 1: Prime Phase 2: Call to Action A) Create all digital marketing content needed for the campaign. B) Negotiate out-of-home media buys in major cities. A) Install advertisements in public transportation tunnels and shelters. B) Add the campaign hashtag to Instagram and Facebook bios. C) Update online store to feature the campaign’s messaging. A) Launch targeted advertisements on Instagram and Facebook. B) Monitor hashtag on social channels to collect users’ photos.

C) Repost user-generated content on owned social channels. Sunset

B) Upload curated lookbook onto brand’s website. C) Pull all outdoor and paid social advertisements.

Out-of-Home Mockup

These advertisements feature VEJA sneakers paired with fashion-forward professional wear. The copy cleverly juxtaposes the viewers current location with their likely destination – work. A QR code offers the audience a chance to instantly shop for the shoes online, moving them through the purchase funnel and allowing for digital retargeting throughout the campaign.

Digital Mockup

Digital advertisements feature young professionals in their 20’s to 30’s modeling VEJA sneakers, along with business casual outfits. The copy should emphasize the stories of each “target model” and explain how VEJA sneakers perfectly adapt into their work and life. Every version contains a call to action right on the post, offering viewers the ability to instantly click through to VEJA’s mobile store.

Facebook allows for these ads to be targeted to this campaign’s exact audience, even retargeting those who have previously visited the site. They will only be served in the campaign’s designated markets.

Editorial Calendar

Owned media should be posted to VEJA’s Facebook, Instagram, and Website.

#MyVejaBoth should be monitored on Facebook and Instagram for usergenerated content between April 1st, 2020 and May 31st, 2020. This content can then be reposted to VEJA’s story or news feed, expanding the marketing campaign to all of the brand’s current followers. They should blend with the current feed’s aesthetic and tag all users. Cadence: 3x per week

A curated book of all user-generated content from “VEJA does both” should be designed and posted to the brand’s website. This will be released only once, at the end of the campaign on May 31st, 2020. It acts as a summary of the marketing efforts, and a resource for VEJA customers in the future.