How do you grow a global passion brand without alienating the core?
We helped Vans effectively bring their target consumer to life in order to help impact day-to-day business decisions.
Vans had previously conducted an in depth segmentation study, and from it had identified their core target. But operational decisions across the business weren’t coordinated to these findings, even with such depth of consumer understanding.
Using a two-stage insight process – online video ethnographies followed by a series of in depth home-, shop- and activity-based interviews, we got up close and personal with the core target audience.
We then created a high-energy video documentary bringing these people to life, sharing it with the whole business in a two-day workshop during which they immersed themselves in the target’s lives, passions and influences, and applied these to their respective roles.