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Vans announces new premium label (Score 40)

Sales lead: Get in touch now if you can help this company promote its new line. 

• Vans is launching a new premium label in early 2024 called OTW by Vans. 
• OTW will include men's, women's, and unisex shoes and apparel. 
• This replaces Vans' current premium offering, Vault, which the company is phasing out. 
• We told you about Vans' new media AOR in May. 

Target demographic: Gen-Z & millennials

The company will likely:

• Continue ramping up digital spend
• Launch an ad campaign to promote the new label
• Conduct additional agency reviews (recent media appointment)

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Vans spent nearly $14.8m on digital display ads YTD, a 44% increase from $10.3m spent in this channel during the same time period of 2022. 
• YTD data: 1.8b impressions via Instagram (50%), Facebook (27%), YouTube (22%), and desktop display (1%). 
• 2021-2022 spend: Full-year spend increased by 57% from $20.3m in 2021 to $31.9m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as instagram.com, facebook.com, youtube.com, highsnobiety.com, and whowhatwear.com. 

Additional channel insights  

• Vivvix: Vans also utilizes OOH and print ads. 
  • It holds media planning discussions in Q3, and it buys during Q2. 
• Top podcasts sponsored: First Take, Red Eye Radio, Dennis Prager Products, The Great Detectives of Old Time Radio, and No Jumper. 

Agency analysis:

• Opportunity: You will likely have the best shot at picking up PR, digital, or social media duties. 
• Current roster:
  • OMD: media AOR
  • GUT Miami: creative AOR