VANS APAC Digital Strategy Consulting: Developing a sustainable competitive advantage
Leading digital transformation the Off the Wall way
As VANS' long-standing digital strategy consultant, we help VANS create immersive digital experiences for consumers. From developing roadmaps, providing insights to formulating strategies, we combine business sense with creative thinking to capitalize on the possibilities of digital interconnections in VANS' digital eco-system, which in turn create a sustainable competitive edge for the brand across APAC markets and beyond.
SERVICES
INDUSTRY
LEAD TIME
3 Years 12 months
YEAR
2019
Empowering VANS' growth, sustainable competitive advantage, and the next big thing.
Know the competition, know the consumers
Through identifying existing and upcoming market trends, we explore VANS' competitive landscape, pinpoint growth points, and benchmark VANS against the whole industry to build a better audience fit and spot the next marketing trend.
Digital strategy & customer journey
As an invaluable guide and point-of-reference for all the learnings and best practices established in APAC.
China & APAC trend & competitive research
Offering updates to the latest digital trends, events (e.g. 618, Double 11), consumer behaviors, and insights from competitors.
Platform performance analysis
Analyzing performances of VANS platforms and identifying winning strategies to improve conversions and the overall UX.
Impact consumer experience blending brand and culture in the integrated digital roadmap
As the trendsetter in street fashion, VANS has the advantage in the branded promotion in street art culture through graffiti, music, arts, and skateboarding. The most challenging part of our digital roadmap was to seamlessly blend in VANS' brand story to each digital initiative to fully leverage opportunities of a mix of digital technologies and accelerate their impact across markets.
VANS SHOWDOWN
Leveraging the power of digital marketing, VANS SHOWDOWN invited skateboarders and artists across APAC regions to submit their one-of-kind skate ramp designs to the campaign site, and then, went the extra mile to replicate the winning design for real for the SHOWDOWN finale.
MUSICIANS WANTED
To connect with music lovers around APAC (and also Europe, and Americas in 2020 event!), MUSICIANS WANTED offered grassroots musicians online stages, live-streaming stages, and regional and global stages to get their music heard by billions of netizens.
CUSTOM CULTURE
Designing shoes was no longer off limits even for the average Joe with VANS Custom Culture. Using AR technology, all the fanciful ideas from the sketch on a piece of paper could go materialized in 3D format. Anyone could embrace their creativity through art and design using a blank VANS canvas.
Brands that had prepared for digital transformation pre-COVID-19 are in a better position from brands that weren't.
The best marketing strategies are never static – a lesson learned by many brands in 2020
As marketing adapted to change, so as our digital strategies. In respond to the changing marketing dynamics caused by the pandemic, we proactively adapt VANS channels and campaigns to suit the contextual needs in the market.
Facebook LIVE broadcasting series
As the pandemic hit, retail business was going a steep downhill. To restore retail business, we introduced Facebook LIVE broadcasting series as a new sales driver to retailtain and interact with consumers.
The addition of online battles in MUSICIANS WANTED 2020
With the restraints imposed by COVID-19, musician performances were shifted to online performances rather than on-stage performances.
What gets measured gets improved. Actionable insights are the ultimate differentiator that sets your brand apart from competitors.
Using analytics for better decision-making
To get in line with the overall APAC strategy, we help VANS conduct consumer analytics, A/B testings, SEO & SEM tracking to evaluate the results and efficacy of VANS digital initiatives. By analyzing data collected across touchpoints, we identify opportunities and missing pieces in VANS digital eco-system and propose follow-up actions to shape the current and future digital roadmap for VANS.
Data visualisation dashboard
Empower technical and non-technical business analysts to leverage critical data points, KPIs, and metrics to make informed decisions.
UX analysis and AB testing
Provide market-specific insights across APAC markets and identify consumers' trigger points of action at various touchpoints.
Reporting and enhancement
Derive insights from customer behaviors and adapt insights into customer journeys that improve conversion rates and consumer satisfaction.
Credits
Don Chan / Account & UX Lead
Raymond Chau / Analytic Director
Kevin Lau / Senior Data Analytics Specialist
Kama Chan / Data Analytics Specialist
Jasper Wu / Market Research Specialist
Fanny Luk / Market Research Specialist
Results
- Reach expected marketing KPIs
- Repeated success in VANS marketing campaigns across APAC
