VANS brand adaptation for APAC audience
Maintaining an effective branding strategy across international and regional markets
The celebrated global street fashion brand VANS is no stranger to adopting adaptation strategies geared towards meeting the specific needs of local consumers. As a strategic partner of VANS APAC digital channel and brand communications, we are accountable for adapting marketing materials based on technical environments, functions, and content adaptation strategy to maintain an authentic brand image and sustain business growth in markets of Hong Kong, Mainland China, South Korea, Malaysia, and Singapore.
SERVICES
KEY FOCUS
INDUSTRY
LEAD TIME
3 Years 12 months
YEAR
2019-2021
To standardize or adapt a marketing approach? Different times call for different measures.
Globalized content maintains brand consistency; localized content adhere to people's heart
The most important bit is you have to understand your brand identity and competitive advantage across markets. As one of the key coordinators in VANS APAC digital channel and brand communications, we comply with marketing strategies of cross-regional teams to maximize the effectiveness of VANS overall APAC marketing plans.
Accommodate to technical and language environments
Responding to the different systems and technical environments used by different markets, we deployed full-stack solutions to optimize CMS development and language adaptation for respective local markets.
Market adaptation based on consumer behaviors analysis
Taking consumer demographics, geographic location, attention, interest, language, trend, and behavior into account in our data analysis, we propose enhanced touchpoint experiences and market strategy that aligns VANS' offerings with the wants and needs of the brand's most valuable customers. A/B testing and follow-ups were made to measure the efficacy of recommendations.
Design adaptation based on regional marketing initiatives
Localization can go so much beyond code-switching, censoring culturally sensitive content, or replacing global influencers to local influencers in banners. To attune to the marketing initiatives exclusive to certain regions, we add new design modules to better complement the designated product or campaign page of the market.
At the end of the day, localization is essential for global business. Explore the non-exhaustive list of fun things we've done with VANS
CHILLIN' Game Development
Adapted from the global marketing campaign, CHILLIN' challenge fans from APAC regions to save as many VANS signature waffle shoes as possible. Language adaptation was made specifically for each market. The reward mechanism was adjusted based on the different requirements from marketing teams of different markets.
VANS X SPONGEBOB SQUAREPANTS interest page
The VANS X SPONGEBOB SQUAREPANTS collection is back! The interest page was set up for all five APAC regions to drive cross-regional fans' awareness and anticipation for the series.
AND SO MUCH MORE...
Credits
Don Chan / Creative Director
Kelvin Choi / Design Director
Mok / Art Director
Vikki Chan / UI Designer
Dorby Leung / UI Designer
Bill Yu / Lead Frontend Developer
Mike Liu / Frontend Developer
Vincent Fung / Lead Backend Developer
Benix Leung / Backend Developer
Kevin Lau / Senior Data Analytics Specialist
Kama Chan / Data Analytics Specialist
Dorothy Li / Senior Project Executive
Koey Tse / Senior Project Executive
Results
- Provided consistent support in market adaptation, technical solutions, data analytics, touchpoint experience enhancement testing
