Keds ad campaign

•

3 likes•959 views

In a class I was in charge of 2 groups and their ad campaign both had the same client, Keds. This is the second group's presentation and ads I worked with.

Lifestyle

ASSIGNMENT

Reevaluate

Reposition

Rebrand

COMPETITIVE OUTLOOK

Converse Sketchers Vans

CONSUMER

• Women ages 23-32

• Entry level career

• Fashion conscious

• Brands are essential to
project self image

• Opinionated

INSIGHTS

• Keds are an old fashion shoe that
does not match the current
fashion style

• Likesto be noticed and draw
attention

Micro Site

• Upload photos of your best head turning expression

• Guess what head-turning expression goes with which pair (10% off)

• Post comments about the reactions you’ve gotten wearing your new Keds

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Keds ad campaign

1. Rediscovering

2. ASSIGNMENT Reevaluate Reposition Rebrand

3. BRAND • Historic sneaker • Once popular, is popular again • Four shoe types Champion Pro-Keds Green Fashion Keds

4. COMPETITIVE OUTLOOK Converse Sketchers Vans

5. CONSUMER • Women ages 23-32 • Entry level career • Fashion conscious • Brands are essential to project self image • Opinionated

6. INSIGHTS • Keds are an old fashion shoe that does not match the current fashion style • Likesto be noticed and draw attention

7. STRATEGY Not your mother’s Keds

8. LOGO

9. CREATIVE Rediscover Keds

10.

11.

12.

13. CREATIVE The head turning new style

14.

15.

16. Micro Site • Upload photos of your best head turning expression • Guess what head-turning expression goes with which pair (10% off) • Post comments about the reactions you’ve gotten wearing your new Keds

17. Flashmob viral video

18. THANK YOU. questions?

Editor's Notes

Welcome. introductions name, position...
In order to reach or goal we needed to reevaluate where Keds current branding and positing in relation to similar brands. After reevaluating we will reposition Keds in the target market which will ultimately rebranded to reconnect with the audience.
keds are known for their classic casual look and comfortable fit. During the 1990&#x2019;s Keds were very popular, but failed to keep up with the trends which caused them to gain a negative reputation of being the shoe for children, cheerleaders or punk rockers. In the past 2 years Keds has regained its popularity. This is due to a new young generation that does not want to wear labels and values comfort, personality, and style of their shoes. Currently keds have 4 categories of shoe their classic champion, pro keds for athletics, green which is made completely recycled materials, and fashion keds which match today&#x2019;s fashion trends and colors. The champion shoe can be customized to fit ones personality. Unique patterns and colors can be found on zazzle.com, which Keds teamed up with recently.
keds have 3 main competitors in the market. converse - people like them for pure historic connotation that stay true to orginal classics, comfortable, offer a variety of styles and color options. Sketchers - founded less than 20 years ago sketchers are aimed at men and women ages 18-40 who like them because they are versitile, fashionable and are comfortable. Vans - The 27 year old company target active youth who like them for the trendy patterns, versatility and comfiness. Overall all these shoes have one thing in common, the owners tend to wear them out until they are completely dead.
Our new audience will be women ages 23-32, recent college grads who are entering the career world. These women are fashion conscious, they like to keep up with the trends and like to look their best at all times. They tend to shop at stores like Macy&#x2019;s, Bloomingdales, and Nordstums, but will more often shop Nordstum Rack and Marshals. Here they can buy the big brand names they like at a discounted price. These women are very brand conscious, they feel that a brand is used to show outsiders what they are all about. Our audience is very opinionated and not afraid to share it. , if it is challenged it takes a good argument to change their mind. Some may see them as abrasive and sassy. And what does our audience think about keds?
Our current audience thinks... They are the type of person that likes to be noticed for fashion. Overall our audience can be discribed as trend setters not followers.
The audience will see that Keds are not unhip or out of date and will discover that they are fashionable and match their current style. They will find that these shoes are Not their Mothers Keds.
As our audience has a modern higher fashion taste, our logo reflects the current classy trend with the sans serif font and toned down color.
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Keds ad campaign

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